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The Visual Web is all around us. It empowers consumers to make decisions. Studies have shown consumers interpret the meaning of images faster than words and they spend significant amounts of time and money to engage with images and videos, both as creators and users. But few, if any, have attempted to define the current state of the visual web and its impact on marketing and advertising, until now.

The term “visual web” was popularized in 2013, when selfies, memes and pins were all the rage, companies like Pinterest were getting multi-billion-dollar valuations and smart phone adoption was hitting critical mass. Since then, it has been used to describe everything from the rise of platforms like Instagram to visual search on Google, video sharing via Snapchat and visual dating apps like Tinder.

It wasn’t a fad. If anything, the visual web has more resonance than ever, with hundreds of hours of video being uploaded every minute and billions of images shared by consumers every day. That’s serious engagement. GumGum is partnering with Brand Innovators to explore this important MegaTrend. With this partnership, we will help Brand Innovators provide industry leaders with best practices, case studies, and proof points, demonstrating how “best of breed” brands are incorporating visual elements into their campaigns and leveraging all electronic media.

We want to take the mystery out of the space for advertisers and publishers by truly analyzing the current state of the visual web and to define it based on data and opinions of the people closest to the category: brand marketers.

We have decided to create and deploy a survey targeted toward brands exploring the state of the visual web and its implications. The results will be presented in a research paper in which we will discuss its implications for marketers, publishers, consumers and other potential stakeholders.

If you’re a brand marketer, you can get involved by taking this short 5-minute survey https://www.surveymonkey.com/r/blogpostBI about your experience with the visual web as it relates to consumer marketing. By completing the survey you will receive a copy of the research before it’s published, along with a Starbucks gift card and the chance to win a GoPro Hero4 camera, courtesy of GumGum.

If you’re a brand marketer, we’d love to know what you think!

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Ben Plomion, SVP Marketing, GumGum

Ben Plomion is the SVP of Marketing at GumGum and brings more than 15 years of experience in marketing, communications and also business development. Prior to GumGum, Ben was responsible for Chango’s brand, integrated marketing and demand generation. His team created one of the most robust thought leadership platforms in the industry and has won multiple marketing and design awards. Prior to joining Chango, Ben worked with GE Capital for four years to establish and lead the digital media practice.

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by Brandon Gutman
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Brandon is an expert connector and seasoned business development professional. As Principal of Brand Approved, he's led the advisory to become the bridge between brand marketers and best of breed service providers that are reshaping the industry.

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