Advertising campaigns are expensive, and we know it. Suffice it to say that when you decide to boost sales with a budget marketing shot, its best not to get it wrong. You can brief the creatives, and make the choices. But exactly how do you choose “the right visuals” for your campaign? In many cases, decisions are made subjectively, based on personal judgment. But would a decision based on purely objective criteria serve the purposes of the campaign better? I’m not that sure … If there’s one particularly interesting feature for the retail sector, it has to be the “saliency zones” that are offered by the Piximate platform.
Saliency Zone, what’s that?
The artificial intelligence and algorithms Piximate has developed help predict where the human eye will land on a visual first. Every media imported into Piximate’s plug and play tool is analysed and gives you this information. In particular, you get a layer that indicates the zones of attention, which is automatically added in the form of a heat map. This provides you with key insights into the strength of the visual, in a completely objective way. This feature allows you to predict which element of the visual the human gaze will fall on first.
Is the product you’re trying to highlight in this campaign sufficiently visible? Is it well developed and does it stand out enough from the rest of the visual? Sadly, the answer is frequently ‘no’ for visuals that are chosen subjectively. The most beautiful visuals are not necessarily the best performers. You should think about it before spending a lot of money buying media.
A multitude of uses for the retail sector
The “saliency map” is obviously not only designed for choosing visuals for advertising campaigns, it is also useful for choosing any visual that shows the products, whether they’re in brochures, catalogues or product sheets, etc.
By extension, this feature can also be used to find out whether a particular window display will attract attention. Likewise, are the products sufficiently highlighted? A window display is not that different to a visual when you think about it. The amount of attention that passers-by pay to them is lower. It’s crucial that the important items stand out quickly if you want to catch the attention of passers-by. Just import a photo of the shop window into the platform, and find out if the window display is performing well or not.
To discover all the uses aimed at retailers, get in touch with us, and we’ll be delighted to show them to you.