The company Sarafan Technology Inc. has introduced a new format of online advertising – technologies In-image Native Ad, capable of embedding into relevant images on websites. Artificial intelligence Sarafan.AI , based on the cloud Microsoft Azure, analyzes and selects the most appropriate content publications in online media and blogs.

According to the developers, this type of advertising module will be able to provide visibility up to 89%, while, according to a study by Meetrics, in the first quarter of 2018, on average in Europe for standard banner advertising, this indicator was equal to 62%. Car brands KIA, Mercedes-Benz and pharmaceutical companies Johnson&Johnson and Bayer have already become interested in the new format of In-image advertising.

Using computer vision technology in the cloud Microsoft Azure, Sarafan.AI analyzes photos in publications and recognizes key objects on them. The technology can determine the type of object, identify the brand and logo, popular personalities, attractions and events. In parallel, artificial intelligence analyzes the text of publications, finds keywords, recognizes the general meaning and potentially negative context that can harm the reputation of the advertiser. Currently, the number of partners on whose sites it is possible to place a new advertising format has more than 330 sites. Among them are the portals of publishing houses Conde` Nast, Independent Media, Burda Media and Gazprom Media.

To place modules and launch the technology, the advertiser needs to select tags for advertising - these can be objects in images or words in the text of publications. After that, it will be enough to choose the desired sites among partner sites, and Sarafan.AI will automatically analyze the content and place advertising modules on relevant pages. For example, an advertisement for a car brand Sarafan.AI will embed it in an article about car travel.

According to the CEO of Sarafan Technology Inc., Andrey Korkhov, advertising embedded in photos is many times more effective than traditional banners and teasers. Its main advantage is visibility. In any case, the reader will pay attention to the illustration to the text and notice the advertisement. But such a format will not cause irritation – technology selects content for advertising in such a way that it is combined with text and photos in the publication and does not interfere with viewing. An equally important plus is the security of advertising for the brand: advertising modules are not placed in articles with negative content that can harm the reputation of the advertiser. So, car ads will not appear in publications about accidents, hijackings, etc.

Comments Dmitry Marchenko, Director of Marketing and Operations Microsoft in Russia: "The overabundance of advertising in the modern information environment forces companies to look for new ways to attract the attention of their potential customers. In these conditions, artificial intelligence is becoming one of the key tools for a modern marketer. Sarafan.AI A great example of how computer vision in Azure can help both media platforms and brands to be more successful in the new digital reality. Thanks to the ability to automatically select relevant publications, artificial intelligence will provide the most native perception of the advertising message and make the content more useful in terms of content, which means it will increase its visibility for the target audience.

Source: Microsoft

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