Drugi jezik na kojem je dostupan ovaj članak: Bosnian
By: Ljubica Vučković, Insight Manager Direct Media United Solutions
Visual search allows users to upload an image to perform a search and get specific results, and it is one of the topics in the Direct Media United Solutions report on media trends.
Not surprisingly, Pinterest has joined the popular trend of visual search – they have increased the investment portfolio from £150 million to £12.3 billion to direct their own efforts on the visual search. This resulted in the Lens, a new visual search tool that lets users photograph a subject to find out where it can be purchased online, search for similar products, or display similar items on the board.
Google Lens is an app that allows your smartphone to work as a visual search engine. Presented at Google’s I/O Conference 2017, this app operates through analysis of photos you’ve made, giving you information about the photo. For example, if you make a photo of an Abbey Road album, your phone can tell you more about Beatles and when the album was published. If you take a photo of an ice cream store, the phone can tell you its name, show recommendations, and tell if your friends were there.
Microsoft also has its own version called Bing Visual Search that allows users to easily search for a specific element within the image. This visual search tool not only finds related photos, but also displays product pages for a specific item.
Do we use visual search in Serbia?
Marketing through audio on smart speakers and voice search
It started with Siri, and now the voice will play an even greater role. It’s easier to issue a voice command than to search by typing or making some other action, such as turning on a music player or buying a product.
Marketing through audio on smart speakers in 2018 was a bit muted. Currently, most smart speaker platforms seriously limit which types of ads can be placed on their products. For example, on Amazon’s Alexa platform, commercials are not permitted unless they are within a podcast, music or flash briefing skill. However, brands are allowed to create Skills to promote their products and services. Google Home has targeted its ads differently. Last year, they briefly integrated an ad for a remake of Disney’s Beauty and the Beast in all the daily programs of Google Home. After reading the information from commute to and from work, and from the calendar, they placed an ad for the movie on the day it was premiered in theaters. Like with Alexa, developers can place ads on some Google Home applications and make their own branded apps.
This is by far the most popular way of advertising on smart speakers. In short, create a branded Alexa Skill or Google Home application that relates to your brand or activity and provide a useful service.
An excellent example is the Patron tequila brand which created the skill called Ask Patron. Using this skill, you can tell Alexa to Ask Patron for a cocktail recipe. Then you will be presented a list of cocktails, many of which include Patron tequila.
It goes without saying that smart speakers will only become more popular in the coming years. Additionally, smart speaker manufacturers and app developers will have to find ways to monetize them. Keeping this in mind, we expect Amazon, Google, Apple and other smart speaker manufacturers to launch their audio ad services soon. They can allow companies to buy ads that appear in third party apps, audio content, and more. Think of it as Google Adwords for smart speaker devices.
Advertising over smart-speaker devices in Serbia?
Still far too far.
Check out the Direct Media United Solutions media trends report here.