Recently Chas Edwards, Luminate CRO, spoke with James Sturdivant of Publishing Executive. A few exerpts are below:
Publishing Executive: What's the problem you are looking to solve?
Chas Edwards: When you ask [publishers] about photo galleries they'll say, 'We have discovered the importance of photos and love them—the bad news is the photos that satisfy our readers best are the ones that make us lose our customers.' If you have photos of the red carpet at the Critic's Choice Awards and a viewer is really interested in a picture, you would think that would be a moment of publishing victory … but readers go to Google or IMDb [for more information]. If we can bring relevant content to that image, we can answer that reader's question.
PE: How does the monetization piece work?
CE: It's ad supported. We think of our model as similar to a magazine model in that once we uncover the metadata—the content—inside the image, we want to present [that] content to the consumer and surround it with relevant advertising. We call it visual targeting … [and] within that we can get very granular. We did a campaign with L'Oreal, who asked if we could target images of celebrity women who had smooth skin. We looked at photos of models on their website and found women who look like that on the organic Web … whenever we saw an image of a woman who fit that visual description we would flag it and surround by an ad for Garnier's beauty products.
To read the full article, please see pubexec.com