video tagging to target

i have been working on a project that looks at using audio tagging to deliver targeted ads around video. the more i dive into it the more i realize that the tagging of video and how it is done is a huge undertaking. the major problem is the back log of all the video that has no tags and the lack of people who know how to tag videos in a way that advertisers can base their spending around keywords like they do for contextual ads currently.

first let me say some type of tagging will have to take place but i believe it will be at an higher level (i.e. sports, gaming, etc.) at least for now. i have realized once you get down to the clip level it almost impossible to handle currently because it is all subjective from one person to the next.

here is where the audio tagging idea came in but there is even a bigger problem there…yes i now know the words that are said but have no idea the visuals that go along with those words. i have an idea of what the visual may be but do i really want to put a fortune 500 advertiser in front of something i just have an idea about.  now you see my point.

so what is the solution: walled garden approach (for now). control your library and its video assets. this is where a company like youtube will fail unless they can build a library of assets that they can control and run through the ringer in order to give advertisers the type of tools they are looking for to target users. i am sure there is a long term solution that will involve visual and audio tagging tech that is applied to every video that is uploaded allowing for advertiser to come in and by keywords and certain visual elements. an example is if i am nike and i can buy the following tags for the launch of a new basketball shoe:

keywords:

– basketball

– nba

– march madness

– slam dunk

– jordan

visual elements:

– basketball rim

– basketball court

– basketball

– basketball arena

– nba logo

– march madness logo

you get the idea.

marx.

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