Newspaper editor and marketing pioneer Arthur Brisbane said, more than a century ago: “Use an image. Worth more than thousand words". Since then, decade after decade, we have seen how visual content has allowed brands to quickly capture attention, tell increasingly involving stories, and connect emotionally with the public. Technological and cultural changes have substantially transformed the forms of consumption and also the way companies and citizens relate. Over time, advertising formats based on the power of the image and visual storytelling have proven to be, without a doubt, the most effective.
In this way, static banners have been losing relevance, in favor of new formats such as native advertising. At the same time, storytellers have proven to be essential to achieve a more passionate and direct engagement with the consumer. As audiences have become more resistant to traditional advertising, companies have chosen sponsored visual content as a vehicle for their messages. In this way, advertising has become, for many people, a reference related to interactivity and fun.
Today, platforms such as TikTok and Instagram are gaining ground on conventional media when it comes to transmitting any type of information (including advertising) among the youngest. With technology based on data intelligence, ads allow users to “play” and interact with the content, thus facilitating emotional connection. This change in trend towards the visual forces traditional media to look for alternatives to attract new readers and improve their retention times. To solve this challenge, the Next Chance group has launched a new tool, Multimarkts.
Thanks to its contextual technology in Artificial Intelligence (AI), Multimarkts is capable of creating an entire visual ecosystem in an automated way, which makes it easier for media readers to navigate and have fun, visualizing references and finding associated products and services (the so-called visual marketplaces). Multimarkts turns the image and video repository of any media into a real sales opportunity. Through its cookieless technology, users will be able to navigate in an infinite loop, among endless visual references, native advertising and personalized shopping spaces.
Without a doubt, digital consumption is at a key moment in its history in which everyone wins: Companies need to generate engagement with consumers. The latter need inspiration and shopping spaces that provide variety. The media, for their part, need to diversify and obtain new sources of income that have the greatest impact on their readers. That is why it is essential to have an ally like Multimarkts. Its AI is capable of identifying images and videos from web content to transform them into opportunities for everyone.
In this way, the company generates intelligent shopping spaces that offer countless products, services and entertainment from all possible categories, since they include any element present in online visual content, with special attention to segments such as fashion, beauty, children, decoration, sports, entertainment, travel, electronics and cars. The objective of Next Chance is to bring the present closer to the future, connecting information with visual marketplaces.
The benefits that this entails for the media are clear: Firstly, it contributes to increasing user retention time, since the visual marketplace is integrated into the media's own website, without redirections to external platforms. It also increases the number of entries and visits for all its headers. In addition, it is easy to implement: just install a widget so that each image leads to the corresponding shopping space. To all this we must add that it has no cost to the medium and that its technology respects the user's privacy, being completely cookieless.
The space is completely customized for each medium, which makes it easy to offer blocks of information, links to news, advertising banners, etc. Also, it doesn't just show products related to the content. Multimarkts also incorporates a host of services – such as travel, hotels, wellness, beauty, health, insurance, restaurants, professional services, etc. – as if they were cutting-edge yellow pages, so that readers have more purchasing possibilities. and the media can increase their income.
The operation is very simple. The news images have a “ ” button incorporated that redirects to the visual marketplace, which is an extension on the website's own subdomain, which improves the metrics themselves. This adapted and personalized shopping space includes images of products, services and entertainment similar to the image of the news that the user has clicked on. From there, a practically unlimited variety of suggestions and spaces appear dedicated to promoting information related to the corresponding category, thus generating a circular flow on the web. Likewise, specific modules for advertisers are included.
The visual marketplace incorporates a search engine in which users will be able, using keywords, to discover countless products and new services. The final objective is that information and purchasing options are combined in a virtuous way, managing to connect the medium with the public, satisfying the interests of the latter and facilitating immersion within the web space. The visual medium is an ideal tool for this, since it manages to turn access to advertising content into a truly enriching experience for the user.
