Talkwalker, one of the world’s leading business intelligence and social media analytics tools, announced the launch of a proprietary image recognition technology. The technology will enable more than 30,000 brands to detect their logos in images posted on social networks or elsewhere on the Internet. This technology, incorporating the world’s largest logo database, will be directly integrated into the Talkwalker platform, allowing its users to benefit from this visual content analysis tool.
Every day, 1.8 billion photos are shared online. A considerable number of these photos include brands’ logos. Unfortunately, 80% of photo publications do not mention the brands’ names in the text accompanying the images. It is therefore difficult for traditional social media monitoring platforms to give a company a complete view of its online presence.
[…] brands can now measure their visual presence on social media and elsewhere on the Internet with unprecedented accuracy.
“As the saying goes, a picture is worth a thousand words. In the case of social networks, we can easily multiply this number by 100,” explained Talkwalker’s CEO, Robert Glaesener. “For brands, it is essential to know who is using their logo, when, and for what purpose, in order to understand their scope and influence online. With the technology of image recognition developed by Talkwalker, brands can now measure their visual presence on social media and elsewhere on the Internet with unprecedented accuracy.”
Based on advanced systems of computer vision and machine learning, the new solution identifies the logos with an accuracy of 99% across ten social networks and 150 million websites worldwide. Talkwalker also offers access to all the images posted on Twitter so that brands can analyze all of the 175 million photos posted every day on the social network.
“Studies underline that the human brain processes visual content 80% faster than text. It is therefore essential to closely monitor each appearance of the logo of a brand online to accurately track the return on investment of public relations and marketing campaigns,” said Glaesener.
From a legal perspective, it can help protect a brand against misuse of its logo.
The monitoring of social media by image recognition has many applications. In marketing, it can help to improve ‘influential’ marketing and to discover new content generated by users by detecting hidden references to the mark. From a legal perspective, it can help protect a brand against misuse of its logo. In terms of sponsorship, it allows a brand to accurately measure the return on investment of sponsorship activities by calculating the impressions generated online by the logo before, during and after an advertising campaign or event. It also improves the ability to do real-time crisis management by identifying all mentions of the brand, with or without text. And finally, by adding a new dimension to the analysis of a brand’s online presence, it enables enhanced market research and a better understanding of the brand’s penetration in different markets.
