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October 25, 2023
Display advertising has traditionally focused on capturing the attention of audiences and encouraging them to click, engage, and hopefully convert. However, there is a paradigm shift on the horizon. The future of display advertising is no longer solely about visuals but about the real-time capture of unfiltered emotions. This transformation is exemplified by Aryel’s Augmented Analytics, a groundbreaking innovation that is reshaping our perception of, interaction with, and utilization of display ads.
Aryel’s Augmented Analytics originated from a profound understanding of the limitations inherent in traditional display advertisements. It introduced a straightforward yet revolutionary concept: the infusion of Augmented Reality (AR) into display advertising. By harnessing the potential of the front camera, Aryel unlocked an entirely new dimension of user analysis. To better comprehend this game-changing technology, let’s delve into its genesis and functionality.
Have you ever glanced at your reflection while trying on a new outfit and observed that spontaneous smile or confident nod? These are pure expressions of emotion—fleeting moments of feeling that convey volumes. Aryel’s technology is akin to capturing these split-second mirror reactions within the expansive realm of display advertising.
Traditionally, the effectiveness of a display campaign has been assessed primarily through quantitative metrics such as impressions, clicks, views, click-through rates (CTR), and conversion rates. However, Aryel introduces an additional layer of measurement—the emotional layer. Consider a scenario where a young woman uses an AR Virtual Try-On Ad to try on a pair of sunglasses. Her raised eyebrow and smiling lips reveal her delight. While the industry typically gauges success based on whether she clicked the “Buy Now” button, Aryel’s emotional state reports allow us to capture the emotions driving decisions (and clicks). For example, if a substantial number of users experience positive emotions while interacting with your product but do not make a purchase, this data may signal the need to revisit pricing or target audience strategies.
Roberto Dorata, the AI/ML Developer behind this innovation, shares the technical journey that led to the creation of Aryel’s Augmented Analytics. “When I first joined Aryel,” Roberto recalls, “the challenge was to extract facial features data from AR experiences. We started with basic binary data, like recognizing if the eyes were open or closed. But as the model evolved, we expanded our analysis to more intricate facial features.”
Using a combination of Python, Typescript, and Google’s Keras framework, Roberto and his team developed a model that could provide real-time insights into audience reactions. “We trained the model on a vast dataset from Image Net and then fine-tuned it for our specific tasks,” he explains. “The goal was not just to capture reactions but to understand the emotions driving those reactions.”
Aryel’s innovation extends beyond emotions. The capture of data on facial features has opened doors to hyper-personalization on an unprecedented scale. Imagine having insight into the fact that a significant percentage of purchase conversions for a specific product, say X%, originate from individuals with blond hair and square faces. This knowledge would significantly influence your decisions when selecting models for your next campaign photoshoot. The ramifications of such data are immense—it can guide production choices, inform design adjustments, and shape entire advertising strategies.
Imagine entering a contemporary art exhibit, where each piece is a dynamic 3D installation. Certain elements draw you in, compelling you to approach, touch, and immerse yourself in their intricacies. These magnetic points convey what resonates with you. Now, transpose this scenario to the domain of display advertising. Aryel’s product heat maps propel us beyond the confines of traditional flat ads and into the nuances of 3D-rendered creative ads. Here, every zoom, virtual touch, and pivot around the product tells a story about the user’s desires.
Consider an advertisement showcasing a 3D rendering of a cutting-edge smartphone. While clicks and views provide a broad overview, Aryel’s heat maps delve deeper. They unveil which aspects of the phone the audience zooms into, circles, or virtually ‘touches’ most frequently. Perhaps it’s the camera module, suggesting a substantial interest in photography, or the edges hinting at design preferences. These preferences, although unspoken, carry significant weight—they are crucial subtleties that could have easily been overlooked amidst a sea of numerical data.
As display advertising evolves, Aryel’s Augmented Analytics emerges as a beacon for the future, offering advertisers the tools to craft hyper-personalized ads at an unprecedented scale. By harnessing this premium layer of data, brands and advertisers can now optimize their campaigns based on tangible insights like genuine emotional responses and specific facial features, among other metrics. This shift promises a new era where ads are not just tailored but deeply resonant, ensuring that every interaction holds meaning and value for the audience. The future beckons advertisers to embrace this innovative approach, leveraging Aryel’s data to craft campaigns that truly connect.
Aryel’s Augmented Analytics is not merely an addition to our toolkit; it represents a paradigm shift in the realm of display advertising. It challenges us to transition from broad-strokes marketing to finely-tuned, personalized narratives. To the trailblazers in the field of marketing, we extend an invitation to embrace this innovative perspective, leverage this novel data spectrum, and craft campaigns that resonate on a deeper level.