Marketing is deeply entwined with advertising and psychology. Collectively, they help to forge the reputation of your business. They help in creating a loyal customer community, build more awareness for your product/service and improve sales. While advertising heavily relies on copies, creative direction and visual packaging, marketers often undermine the vital role of perception in it.
Psychologically, perception deals with the five senses, which are, touch, sight, smell, taste and sound. In advertising, perception directly translates into the impression your consumers have about your product/service. Many lifestyle brands hire fit celebrities to promote their products. As a result, consumers perceive themselves being fit after using them.
On the other hand, restaurants across the globe show families having a great time while consuming their food. This leads to consumers believing that good family time can only be spent at restaurants. In a nutshell, perception then leads to creating more impressions in the minds of your consumers, at times, even being at loggerheads with the market research. This process happens because consumers’ perception is influenced by their expectations, tendencies, frame of reference and their current life situation.
Perception of Ads in Consumers’ Minds
Perception is relative. That’s why, increasingly, corporate psychologists are being hired to fine-tune ad-campaigns. However, with digital marketing rapidly bringing about a paradigm shift, psychologists alone cannot help marketers and advertisers navigate perception. Creative intelligence and perception technology are filling the gaps that traditional processes cannot bridge in a digital landscape.
What is Perception Technology?
Artificial intelligence is already dramatically transforming the usual modes of advertising. AI enables advertisers to personalize their campaigns, create dynamic ad placements, enhance media buying, pricing and even optimize ads. Perception technology takes a step ahead and helps to gauge the perceptual impact of the campaigns and thereby helps advertisers in crafting relevant ads.
Perception technology helps in predicting consumer behavior in its most advanced form. With its help, advertisers can gauge viewer comprehension and scale it across various formats and campaigns. Its intuitiveness helps advertisers in predicting the success of their campaigns.
While there are tools predicting campaign and creative success, none are as comprehensive as Incivus. Incivus, a Creative Intelligence Platform, uses AI including computer vision, audition, and NLP to evaluate all creative variables within a campaign. Incivus looks at a variety of variables including brand cues, human presence, scene & activity detection, product packaging, brand, music, and more. Marketers are able to see what adjustments can be made to each ad as a whole but also at a frame level. This bird’s eye view of ad performance gives
marketers a complete analysis of what is and is not working within an ad – all from one platform – helping them easily predict the reactions of their target audience.
Why Should Businesses Use Perception Technology?
Billions are spent by brands to commission videos and graphics that communicate their core offerings and products. However, oftentimes, these creative assets fail to authentically communicate the core offering of a brand. Contemporary marketers, tend to prioritize media spends, campaign budgets and ad placement and their counterparts from traditional agencies pay more attention to creatives to live up to the pressure of increasing competition between the brands. However, both the digital and mainline agencies miss the leverage that technology offers. Perception Technology empowers them with better insights, data and creative inputs that helps them craft effective campaigns and garner better results.
That’s one of the reasons why global corporations like Unilever are increasingly relying on AI for their marketing. With the help of AI, Unilever found out that people like ice-creams for breakfast and they introduced ice-cream flavored cereals and started effectively promoting them.
Benefits and Potential of Perception Technology
Right from the inception of Incivus, we have believed in the ever-growing potential of perception technology. Marketers get to know the micro-performance of ads – which character in the ad is working well, is the length of the video working, is it evoking the right set of emotions from the viewers, how will the consumer react to their ad and more.
In addition to helping marketers get an insight into the minds of their target audience, Incivus helps marketers to:
- Improve ad effectiveness: Use data to understand target audience behavior and create ads that are relevant to them.
- Increase brand recall: Actionable insights to predict which elements of the ad improve your brand recall and correct those that are taking it down.
- Maximize ad spend: Spending on effective ads leading to improved ROI and ROAS.
While individually, many tools can help decode ads using AI, a lack of a common platform to see these actionable insights, often confuses the marketers.
Incivus offers a one-in-all perception technology platform that marketers can leverage to study all the aspects of their ads and make sure they succeed with their target audience. Explore more resources to simplify your ad campaigns with our support, contact us at info@incivus.ai.
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