Solutions & Innovations
From Twitter Ads to Al Activations A roundup of technology-driven tools that drive consumer understanding, engagement and conversion on every step of the path to purchase. BY B I L L S C H O B E R
In early April, Twitter announced it was testing three new formats it hopes to add to its advertising suite. “Interactive Text Ads” will present ads in a user’s timeline using a typeface that’s larger and bolder than the standard Twitter font. Additionally, a marketer can highlight (in 10 different colors) up to three words in the ad copy that, when clicked by scrollers, will drive them to a specific landing page. Mondelez International’s Oreo, Anheuser-Busch’s Bud Light and Wendy’s are among brands currently testing this format in the U.S. “Product Explorer Ads” will let advertisers showcase products in a form of 3D, enabling a user to swipe and rotate an image to see it from different angles. “Collection Ads” are designed around storytelling, enabling a brand to display a primary hero image with up to five smaller thumbnail visuals below. The Product Explorer and Collection Ad formats are being tested by New Balance, Lexus and Bose, among others, in the U.S.
Tangiblee, a Chicagobased immersive shopping and AR e-commerce platform, has been adding features to its “easy-to-deploy, no-code solution.” In 2021, it added Virtual Try-On capabilities for jewelry and watches, wall-art AR (to aid in room visualization), and the ability to process and onboard more than 5,000 new SKUs a day. This year Tangiblee is adding features that will auto-adjust product lighting and bundle furniture and home decor SKUs. Bill Schober is Editor Emeritus of Path to Purchase IQ. He’s been associated with the Institute since 1994, covering all aspects of consumer marketing with a special emphasis on the shopping experience. He welcomes any questions, comments, requests or pitches about Solutions & Innovations, and can be reached at bschober@ensembleiq.com.
May/June 2022
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In late March, Perfect Corp., a beauty-tech solutions provider, partnered with the Mineral Fusion brand to launch a virtual try-on tool powered by its AI/AR technology. The tool will be available in Whole Foods stores, where shoppers can access the chain’s virtual try-on landing page through a QR code on in-store displays. Shoppers can try on shades using a preselected model image, by uploading a photo or even via live cameras. Trying on color cosmetics virtually is considered safer than onshelf testers.
This spring, DeepBrain AI began showcasing its AI Humanimbedded “AI Kiosks,” which employ human-based AI avatars that can guide users through thousands of possible scenarios and real-time interactions. Seoul-based DeepBrain AI, which has offices in San Mateo, California, recently deployed a first-of-its-kind AI “Store Klerk” in Korea’s first unmanned 7-Eleven. Built with deep-learningbased video synthesis and voicesynthesis-source technologies, the AI Human shop assistant can interact with shoppers conversationally, inform them about methods of payment, products and discounts, and can also respond to general inquiries.
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