Our CRO, Chas Edwards was interviewed by David Kaplan from AdExchanger about how Brand Advertisers Look Better In Images -Not Text
Chas explains how…
"We see the opportunity to help brands that have photo assets, that have their own Tumblr pages, Instagram feeds, things that are more image-heavy than text-heavy, and we see brands are starting to develop an image strategy for their advertising. If we can marry that with better distribution and ad strategy, we can help bring them a business model for their gallery content. The ultimate winner is the consumer. After all, television is still the biggest single ad medium and that's all about images. At the end of the day, brands that want to talk to someone in image mode, and with the internet, much of that conversation is starting to happen around photos."
Another interesting element of any discussion about images vs. text is the way that images create more questions than answers.
The rapid increase in online images holds great promise because images provide such a natural way of absorbing information, but images don't just answer questions; images also raise them.
Images evoke curiosity. Who? What? When? Where? Why? In the same way that text-rich web pages are designed to provide answers for users, the transition from text to imagery will have to address the questions that images raise.
As humans, we serve as the very best image processors available. We look at something, and we either immediately know what it is or we can form a question about it. Unfortunately, our brains don't connect directly to the Internet and can't immediately access all the world’s knowledge, so we sometimes have additional work to do to answer those questions.
At Luminate, our goal is to get the consumer from question to answer as easily as possible. This is not a simple problem. In fact, any one image can generate almost an infinite number of questions.
Not to fear. There is hope!
The more data we can extract from an individual image, the better chance we will have at helping to answer those questions. Luminate extracts information by using a combination of algorithms and human judgment. The key is to extract the most important data first and make it accessible to interesting and informative applications. Additionally, we are learning what questions people ask, so we can target more efficiently the data we extract.
The number of questions that need answers will increase significantly as people get even more instant access to pictures. We have a lot of work to do, but as Chas points out the “ultimate winner will be the consumer."