by Ken Weiner, chief technology officer, GumGum
The most powerful new trend in advertising needs a name.
You’ve doubtless seen it in action. The AI-driven special effects that are being used to embellish digital photos and videos, especially on social media platforms. The technology isn’t brand new, but it’s mostly been used by consumers for entertainment and sharing. Only more recently have brands started using it themselves—and learning how powerful it can be.
Last year, Taco Bell set a Snapchat standard of 224 million views in a single day by employing a branded Cinco de Mayo “lens” that popped a taco shell on user’s heads in selfies. In June, Warner Bros. launched a series of Justice League Facebook “masks” that could be overlaid on videos, to promote their new superhero movie. Instagram also came out with “face filters” this spring, though they’re not yet available to advertisers.
Each social network has
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