Bridging the Advertising Gap

Using AI to create a delightful video monetization experience built to scale across content mediums

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“Buy this” — the phrase all advertisers want to say, but can’t say without an explanation. Only after multiple testimonials, demonstrations, celebrity endorsements, and rows of HD pictures can this simple message truly be understood and enacted on by consumers.

After all, advertising relies on building connections and guiding audiences to realize a demand. Much more than a measure to increase the bottom line, advertising is a means of communication and in itself requires mutual understanding and respect to function. The current situation has put consumers and brands at an impasse. Consumers are annoyed with being spammed with content, but also require multiple exposures before considering a purchase. Brands must innovate from the classic display-ad model as ad revenue growth starts to plateau, but the cost and implementation restrictions have greatly limited efforts. For both sides, it is a virtual tug-of-war between need and want.

4D Sight seeks to bridge the gap between consumer expectations and marketing needs, diversifying the possibilities of digital advertising to give stakeholders on all sides a voice. For content owners and brands, 4D Sight provides dynamic, context-aware ad placement solutions with AI. Beyond increasing marketing penetration and gaining consumer insights, 4D Sight enables creative freedom during monetization, integrating onto a multitude of platforms without jeopardizing the audience viewing experience.

Current advertising faces shortfalls in audience reception, safety, and cost

The disconnect between business and daily life has fostered a culture of misunderstanding

Direct-to-Consumer (DTC) marketing ad spend grew 50% between 2018 and 2019, and digital advertising single-handedly increased by 22% in 2019 to $140M, according to MediaRadar. With so much money poured into advertising, how effective have current implementations been? The answer is often better known by the consumers than the advertisers and much bleaker than companies would hope.

According to Deloitte, 92% of consumers view modern advertising as moderately or highly disruptive and ~75% of North Americans utilize at least one form of adblocking. From the last published Google ad statistics, the clickthrough rate of web ads averages only 0.05%, just 5 clicks in 10,000 impressions. Nevertheless, mass advertising methods are still popular and ad load has only increased. With ads often interrupting the flow of information from primary content, posing security/privacy concerns, and raising web loading issues, it is unsurprising that the consumer response favors not seeing ads at all. Though there have been efforts to make ads more palatable, larger expenses and competition have made them an afterthought.

To decrease the intrusiveness of ads, brands have opted for product placement and sponsorship to retain the main content quality, while still capturing screen time. The considerations required for direct ad incorporation in video content are increased, usually with separate industries facing distinct hardware and software prerequisites. For instance, sports broadcasting necessitates cameras and field equipment, while film/TV requires collaborations with directors and CGI artists and gaming/esports call for game engine integrations. High costs associated with these options often squeeze out smaller brands and limit opportunities to already prominent giants. Meanwhile, distinct needs silo content creators to their respective fields, reducing flexibility, choice, and industry-wide improvements.

4D Sight believes in promoting mutual understanding, respect, and discovery in the digital world by empowering content owners and brands to form stronger bonds with audiences through intrinsic ad integrations. With greater opportunities to put consumer preference into advertising, brands can better reach audiences while preserving trust, loyalty, and transparency.

4D Sight AI capabilities bring value without compromising creative intent and viewer experience

Identify ad spaces, insert campaigns at optimal times, and reap insights from data with AI

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Key Features

  • Easy deployment process: Dynamic advertising is instant, simple, and applicable to all video content and functions in real-time on live-streams. No additional programming and no hardware dependencies for implementation are necessary. Easily reroute stream content through 4D Sight servers for processing to place ads and extract insights from tracking user conversion.
  • Cost-effective advertising model: Unlike current ad formats that are siloed into their respective industries from integration requirements and direct sales, 4D Sight democratizes current advertising to be accessible for all users — independent or corporate. Remove overhead costs from physical space allocation and hiring production crews, while breaking into ad spaces that are often reserved for larger brands.
  • Increased creative freedom: Gain more control over how, where, and when ads are placed, using the primary video content as a point of connection with viewers. Without physical restraints, the possibilities of creating immersive ad experiences are virtually endless. Though 2D ads are commonplace, 4D Sight provides a platform to bring 3D products into given environments, dramatically expanding campaign options.

I. Ad insertion: finding ad spaces and repurposing surfaces in native content

4D Sight Ad insertion examples

With detailed 3D environments condensed into a 2D viewing format, there are many missed opportunities to interact with space and surfaces within the stream. For instance, on football broadcasts, the focus is on the field where the action is happening, but audiences and stands are often viewable and sometimes take up a large portion of the video frame. This is an example of an unutilized area that many brands have not realized the monetary potential of. Most advertisers would have their logos inserted physically on banners in the stadium or stamped across the field, but because of restraints in the real world (e.g. weather, camera placement, physical obstructions), many places are unviable for ads. 4D Sight’s overlaid ads break these boundaries and allow for full use of all possible ad spaces, as well as finding new ones.

From door frames in gaming to props and clothing in films to billboards in reality TV, areas meant for text and symbols can be easily converted to ad space in real-time with AI. 3D ad placement is also made possible by detecting surfaces. Because these spaces are inherent to the environment captured in video content, ads inserted keep the pros of traditional product placement without the cons from a physical implementation. The procedure of placing ads with 4D Sight is information independent, meaning that whether the 3D environment within a stream is real or virtually generated, the technology is effective. This allows for scaling in multiple content platforms, including sports broadcasts, gaming/esports, live festivals/events, film, TV, and reality shows. Beyond maintaining the spatial context, 4D Sight uses deep learning to understand the meaning of interactions in-stream.

II. Context-awareness: identifying key moments during streams for optimal ad exposure and monetization

4D Sight Chicago Bulls Dunk of the Night

Many marketing decisions for physical ad implementations come from understanding human psychology and behavior. When automated with AI, this process of consideration and recognition of audience motives should be maintained. The situational context for objective-driven scenarios such as sports, video games, and competitions is essential for determining when viewership peaks and engagement elevates. Instead of casting a wide net through sustained exposure or increasing the ad load, the better option would be to isolate the highlights and maximize on selected intentional placements. 4D Sight technology examines body movements and recognizes when a notable moment in the stream occurs, placing ads when most audiences are watching and talking about what is occurring. The blended nature of intrinsic advertising preserves the integrity of these key moments, while greatly increasing the relevance and effectiveness of an ad.

III. Consumer Insights: utilizing audience engagement data from campaigns to enhance ROI

Ad campaigns are not complete without a method of performance analysis. Since streams have live tracking of visitors and direct engagement options, the areas for obtaining data significantly increases on a digital platform compared to a TV option. 4D Sight provides insights on audience engagement and retention through natural language processing from stream chats, as well as tracking user conversion by identifying all devices connected with synchronized Wi-Fi. Through these metrics, audience sentiment, demographics, and ad style preferences can be used to inform future ad campaign decisions, creating ads that are adapted to the video content and specific to its audience.

The success of advertising campaigns heavily relies on consumer input and preferences. As the digital world produces new challenges for both consumers and brands, it is important to keep in mind that advertising is a shared experience requiring compromise, trust, and creativity.

Written by

Founder and CEO of 4D Sight, working on deep video monetization across various mediums. To learn more please visit www.4dsight.com

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