Five Ways Computer Vision Is In (Or Soon Will Be) Your Everyday Life (Including The Ads You Make)
In his latest guest post, managing director of GumGum, Jon Stubley (pictured below), takes a look at computer vision and the impacts it’s already having on peoples’ lives. And that includes making better ads, too…
Last year’s launch of the iPhone X introduced millions of people to the concept of computer vision. They might not know the actual term for it (or the specifics of how it works) but they’d be aware that the new model phone ‘recognises’ faces as part of its Face ID sensor system due to clever technology that is able to make sense of what it sees.
What less people are aware of, however, is how much computer vision is already beginning to impact their lives (regardless of whether they have stumped up over $1000 for the iPhone X) – and its impact is only going to accelerate.
Fashion forward
Computer vision designed clothes have yet to hit the aisles of K-Mart – but it is only a matter of time. During Melbourne Spring Fashion Week 2016, Couture designer Jason Grech worked with IBM Watson to understand the latest runway trends and designed a 12-piece collection called, ‘Cognitive Couture.’ Whilst undoubtedly a marketing stunt, it demonstrates how computer vision can be used in the retail fashion sector – in this instance analysing ten years of runway fashion and social media buzz to help the designer and his team explore and evaluate trends, colours and textures during the creative process.
Sporting highlights
Another IBM Watson powered initiative was used during the recent US Open Tennis Championships, when the United States Tennis Association (USTA) used Watson Media to automatically generate match highlights to be shared through social media. The machine analysed images and video, as well as language, sentiment and tone – for example, sounds from the crowd that signalled something special was happening on court, but also footage of winning plays, victory-like actions such as fist pumps by players, and facial expressions. I expect to see more large scale televised events using this technology going forward – it is able to manage raw video footage in near real-time and make the seemingly impossible very much achievable.
Pocket movies
Enabled by the aforementioned iPhone X, University of Sydney doctoral student Mia Harrison and her colleagues released a short video set to the Queen classic “Bohemian Rhapsody” and starring animated iPhone X emoji using the iPhone’s “Animoji” feature. The feature enables the phone’s camera can capture your facial muscle movements using computer vision and then transposes them into facial expressions of animated emoji. This makes tech that was previously in the realms of the big move studios accessible to all – it is quite literally in your pocket. Animoji leverages the power of the iPhone X’s A9 processor and Apple’s ARKit (Augmented Reality Kit) software framework. (Google has a competing framework for Android called ARCore.) Incidentally, Mia Harrison’s work caught the attention of famed tech writer and former Wall Street Journal and Recode columnist who tweeted, “Genius iPhone X creation! And it’s only been out a couple of weeks. Watch this (or any of the thousands of other animoji karaoke videos that have already cropped up online) and imagine what’s coming with this technology.”
Reducing crime
For some it’s a little too Big Brother-ish but the European Commission partly funded a trial to develop a computer vision system that detects suspicious behaviour in CCTV footage as it happens. The P-React project aimed to help catch criminals in the act and flag the relevant video clips to authorities. According to The New Scientist, the algorithms have been taught to highlight atypical behaviour and have been trained on example scenes of people fighting and people chasing someone who has snatched a bag. It promises to help with digital overload for the police – in cities there are so many CCTV cameras it can be hard to pinpoint the footage that has value for investigations and prosecutions.
Better ads and better insights
Computer vision is also helping making the ads we see more relevant – in a number of ways. Firstly, it is behind the ads that my own company enable – contextual ads that appear within or around editorial images on a page and that don’t interrupt the consumer on the page (they are CBA compliant). The tech is driven by computer vision that scans images, videos and the context around them – so an editorial image of a blonde film actress becomes a place for a shampoo formulated for blonde hair to be. Computer vision is also being used to better find out how consumers are actually responding to a new advert. Affectiva, an outgrowth of the MIT Media Lab, helps brands (including Mars, Kellogg’s and CBS) use computer vision and deep learning algorithms to make sense of viewer facial reactions as they watch content via its Emotion SDK (software development kit) that works across mobile devices and standard desktop webcams.
The integration of computer vision into all aspects of our day to day lives is sky rocketing. For marketers and publishers, it opens up a host of possibility that should be given careful consideration as the technology rapidly matures.
Latest News
Scroll Media Recruits Costa Panagos From Twitch
Digital publisher network Scroll Media has employed ex-Amazon Twitch gaming executive Costa Panagos (lead image) to strengthen its Scroll Gaming capability. Panagos is highly experienced in game advertising and media sales professional with two years in account management at Twitch and three years in media sales at News Corp, so will bring his extensive media agency […]
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
School-leaver service Year13 has launched a new Artificial Intelligence course to upskill young people in AI, made in collaboration with Microsoft and KPMG, at an event to rally industry support behind youth AI fluency. The free online course AI Amplified which is part of Year13’s Academy aims to provide all young people with the opportunity […]
General Motors Snares Heath Walker From Scania
General Motors has announced the appointment of Heath Walker (lead image) as the new marketing director for GM Australia and New Zealand, effective April 23, 2024. Walker brings a wealth of marketing and communications experience gained from working across various industries, including IT, sporting, and auto – notably Tesla, Nissan and most recently, Scania in […]
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.
Spotlight On Sponsors: Carsales Strikes With Another Storm-Based Team
Think our hacks are living their sports journalist dreams vicariously through B&T? Confirm it with this reporting.
Commission Factory & AGL Energy Ignite Strategic Partnership To Empower Australian Energy Consumers
Concerned by global warming yet ran the fans non-stop over summer? Add to the guilt with this read.
Allied Nabs Nicola Gold From Pico International Dubai
Seasoned marketer relocates from Dubai to Sydney. Says the shopping's not as good but at least you can get a drink.
Nine’s Push For Gold, Silver & Bronze Ad Opportunities Could Break New Ground In Broadcasting
Nine insists that AI won't dominate its Olympics coverage. And not merely because Bruce McAvaney doesn't understand it.
TV Ratings (16/04/2024): Toxic City Girls Too Much For Farmer Bert
Fans calling out toxic behaviour on Farmer Wants A Wife, seemingly unaware that's the very premise of any dating show.
Kaimera Wins Afterpay ANZ Media Account
Have couriers even started to mention you're overdoing the online shopping? Probably best to avoid this Afterpay news.
Industry Reacts: Stuff Group Swoops In To Save 6pm News After Newshub Closure
As you'll read here, New Zealand's media's in a right state of flux. And nor have they forgotten 1981's underarm.
a2 Milk Launches “Only a2 Will Do’ Brand Platform In First Work From BMF
A2 milk drinkers tend not to bother everyone with their gut health issues & it's a lesson for vegans & the gluten-free.
Can You Recite It In Under 4 Seconds? Maccas Relaunches Iconic Competition With Modern Twist
Do you know what would make a fantastic ad? Drunk people at 3am trying to recite the ”two all-beef patties"
‘Liar, Liar’: Lehrmann Exposed As High Profile Defamation Case Comes To A Close
Having exhausted all avenues in his defamation case, is there only one option left for Bruce - reality television?
MECCA & Fendi Among Premium Advertisers For oOh!media Woollahra OOH Network Launch
If you've not been to the snooty suburb of Woollahra, the locals would like to thank you again for staying well away.
Yahoo Academy Announces Class Of 2024
This academy is strictly for "emerging leaders". Courses don't include 'sleeping at your desk' or 'bunking off early'.
Top 35 Media Leaders Announced For 2024 TikTok Agency Accelerator Program
Despite the ban threats, TikTok keeps marching on. Cementing its reputation as the Julian Assange of the tech.
AiMCO Announces First-Ever Diversity Webinar To Explore Inclusion In Influencer Marketing
Think influencer marketing's a little on the white side? This free webinar's for you. Sadly, it's not given TV ideas.