• MarTech Today
  • Sections
    • Ads
    • Marketing
    • Content
    • Sales
    • Analytics
    • Management
    • Resources
    • More
    • Home
  • MarTech Today
  • Ads
  • Marketing
  • Content
  • Sales
  • Analytics
  • Mgmt
  • Resources
  • More
  • Events
  • SUBSCRIBE

MarTech Today

MarTech Today
  • Ads
  • Marketing
  • Content
  • Sales
  • Analytics
  • Management
  • Resources
  • More
  • Events
  • Newsletters
  • Home
Martech: Advertising

AdParlor launches Intelligence Tags to better assess social ads’ performance

Using visual recognition and machine learning, the Tags automatically break down images into their constituent parts and then track their effectiveness.

Barry Levine on February 15, 2017 at 2:53 pm
  • More
A visualization of how the Intelligence Tags work.

A visualization of how the Intelligence Tags work

In their never-ending quest to understand which creative works best in an ad, marketers now have another tool.

Today, social ad platform AdParlor is unveiling Intelligence Tags as way to offer more granular analysis of multiple creative elements in social ads.

The company, based in Toronto, provides video and static ads for social networks, and Intelligence Tags is initially available for ads on Facebook and Instagram, with Pinterest and Snapchat coming soon.

When a marketer uploads an image or video for an ad, Intelligence Tabs uses visual recognition to itemize elements in the image — a hand, a cup, a background and so on — and then adds metadata to track it.

A marketer can also manually tag textual elements, such as the headline or body text. The system then tracks the performance of the elements in various ads, as seen in such engagement metrics as clicks, shares or comments. Here’s a screen shot of Intelligence Tags applied to a specific ad:

Tracking of creative elements in an online ad is not uncommon, such as in systems using Dynamic Creative Optimization (DCO).

The key difference here, CEO Ben Legg told me, is that DCO and other systems that track creative performance tend to treat the image as a single component, while Intelligence Tags breaks it down automatically into constituent elements. It’s a kind of souped-up multivariate testing, with many more elements and with machine learning to detect patterns.

And here’s one reporting screen, showing performance of the Tags:

Legg noted that an unnamed “large coffee shop chain” used Intelligence Tags that broke down the images in its ads into such alternatives as paper or china cup, male or female hand and a blurred or a pristine background. Some results might become “hard rules” that always apply, such as “always use a female hand in the ad,” while other insights might be particular to a campaign.

For this particular client, Legg said, the use of Intelligence Tags led to a 20 percent lift in performance for its social ads. Intelligence Tags is available to all of AdParlor’s clients at no extra cost.



About The Author

Barry Levine
Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.

Related Topics

Channel: Martech: AdvertisingMachine Learning & Artificial IntelligenceMarketing ToolsMarketing Tools: AnalyticsProgrammatic Advertising & Media Buying

Subscribe to receive daily martech news and expert insights. See terms.


We're listening.

Have something to say about this article? Share it with us on Facebook and Twitter.

Get the daily newsletter digital marketers rely on.
See terms.

ATTEND OUR EVENTS

MarTech 2021: March 16-17

MarTech 2021: Sept. 14-15

MarTech 2020: Watch On-Demand

×

Attend MarTech - Click Here


Learn More About Our MarTech Events

White Papers

  • The 7 Phases of a Website Redesign
  • Rearchitecting Revenue: Accelerating Demand Through Data
  • Save Your Marketing by Fixing Bad Data, First
  • Precision Demand Generation: Create Meaningful Connections With Your Buyer
  • The Media-First Approach Why visual media must be a primary consideration for e-commerce businesses
See More Whitepapers

Webinars

  • The AI Revolution Is Coming to Every Stage of Your Buyer’s Journey
  • The Fundamentals of Link Building for E-Commerce & Affiliate Sites in 2021
  • Your Customer is Calling: Make the Most of Your Marketing Spend with Call Tracking
See More Webinars

Research Reports

  • Local Marketing Solutions for Multi-Location Businesses
  • Enterprise Digital Asset Management Platforms
  • Identity Resolution Platforms
  • Customer Data Platforms
  • B2B Marketing Automation Platforms
  • Call Analytics Platforms
See More Research

Register For MarTech - Free

Receive daily martech news and analysis.

Channels

  • Advertising
  • Marketing
  • Content
  • Social
  • Commerce
  • Sales
  • Analytics
  • Management
  • Home

Our Events

  • MarTech
  • SMX

Resources

  • White Papers
  • Research
  • Webinars

About

  • About Us
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS

© 2021 Third Door Media, Inc. All rights reserved.