How In Image contextual advertising is powering brands’ consumer connect strategy
With the theme ‘Brand Power Unlocked’, CMOs’ Charcha – Kolkata Chapter 2023 aimed to primarily focus on the significance and effectiveness of modern marketing strategies, unleashing the power of technology and data-driven strategies that shape the future of marketing.
The summit serves as a platform for professionals to exchange ideas, insights, and experiences, fostering a vibrant environment of collaboration and learning. Through engaging panel discussions, interactive workshops, and keynote presentations, attendees gain valuable knowledge and perspectives on cutting-edge marketing techniques, tools, and platforms that are shaping the industry.
‘The power of In Image contextual advertising’ came under the scanner at the conference. Chaired by Gandharv Sachdeva, Country Head - India, hybrid.ai, the esteemed panellists included:
Dwaipayan Chakraborty, Senior Director, Mindshare
Mrinal Lunia, Founder & CEO, Digitale
Riki Chakraborty, Senior Manager Digital Marketing, Rupa & Company Limited
Samrat Mukherjee, Vice President, Madison Digital
At the outset, Gandharv Sachdeva spoke about the new age adtech tools and how hybrid.ai is used in image advertising, computer vision, AI-based content analysis, and more.
Speaking about contextual advertising and the different roles that it plays in today’s market ecosystem, Samrat Mukherjee said, “We all say the cliched ‘Content is King’, but to my mind, ‘Context is the Kingdom’. So, without the kingdom, there won’t be any King.” Continuing further, Mukherjee said, “Content only makes sense when it is put in context and only then does it becomes meaningful communication. And for that, when we advertise, when we plan to put our communication content on top of certain things, which is in context to the advertisement, it creates much better impact. So, running a contextual ad creates a far better impact on the consumer’s mind.”
When asked about the concept of ‘in image advertising’, Dwaipayan Chakraborty said, “It’s a one-link advancement on normal contextual advertising, because in contextual advertisement you are dependent on certain keywords, geo target segments and audience cohorts, but it is actually one step forward.”
Chakraborty elaborated, “For example, for a brand that is selling insurance, an insurance is not a very positive buy in a sense because the positioning of insurance is more about fear. So, they are mitigating risk. In a contextual kind of a scenario you will start to use negative keywords. Here, an ‘in image’ can actually work. There are certain products which actually try to shift the needle of perception towards more positivity by also taking care of the mid funnel and the lower funnel, where an image will come into play, because we can not only place the contextual keywords, but also put a filter.”
The discussion turned towards a cookieless world and the role of in image advertising in this world. Riki Chakraborty spoke about how individual advertising can help brands to scale up the efforts. He noted that when it comes to image and text, the image encodes twice in the human brain compared to text. Thus, in a cookieless world images will held brands build a greater connect, he added.
“We are focusing more to connect with the consumers in a more relevant way. We are using a lot of influencers for this purpose, as well as using a lot of content to create loyalty amongst consumers,” Riki Chakraborty further said.
Speaking about the rapid adoption of AI technology, Mrinal Lunia noted, “This new evolution/ shift towards GA4 is going to rely very strongly on AI and ML, which basically means that data is going to get synthesised far easier for us to be able to deploy technologies such as contextual advertising. So, it is important to obviously change with the times, and now that this technology is at our doorsteps, it is not really an option anymore. We need to pick it up.”
These are edited excerpts. For the complete discussion, please watch below:
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