Title	THE BANNER AD THAT CAN SEE WHAT YOU SEE
Brand	VATTENFALL
Product/Service	ENERGY
Category	A09. Data Integration
Entrant	MRM//McCANN Stockholm, SWEDEN
Idea Creation	MRM//McCANN Stockholm, SWEDEN

Name	Company	Position
Erik Frisell	MRM//McCann Stockholm	Account Director
Fredrik Sundqvist	MRM//McCann Stockholm	Copywriter
Tobias Vermehren	MRM//McCann Stockholm	Digital Design
Marcus Johannson	MRM//McCann Stockholm	Developer
Johan Blomström	MRM//McCann Stockholm	Strategy Director
Sofia Finnman-Larsson	MRM//McCann Stockholm	Account Manager
Catharina Fagerlund	MRM//McCann Stockholm	Account Manager

The Campaign

Each week 2 million unique visitors browse real-estate website Hemnet.se to look at images of houses. We decided to target these visitors in a relevant context and inspire them with smart solutions for their homes. With millions of images on the site, and thousands of new images added each and every day, we had to come up with an automated way to identify the content of the images, tag them and then match them up with relevant banner content. We managed to do this through the use of image recognition technology and databases. We have actually managed to create a banner ad campaign that adjusts its message to what the user is looking at. If a user is for example looking at outdoors pictures of a villa, the banner ad will adjust its message accordingly and show smart products for the garden. We believe that "The Banner Ad That Can See What You See" is the next era in banner advertising. We also believe that this is the first time ever for Image Recognition to be used on a large scale an ad campaign.

We have created a banner ad that can adapt its message to millions of images in real-time. Even though the prime objective was to drive brand value and inspire users with the vast number of products Vattenfall is offering, we saw high engagement for the smart home products. 20 % of the people who went from the banner to Vattenfall.se soon came back to read more about the smart home solutions. The use of data enhanced the user experience since users were only shown banners that were truly relevant to them in their current online behaviour.

The Banner Ad That Can See What You Can See uses real-time user data from real-estate website Hemnet.se in order to know which image people are looking at. Then it matches the image with both image recognition technology and our own database of relevant banner messages. The result is a banner ad which, through smart use of data, adapts its message to the image you are looking at – in real-time. The Banner Ad That Can See What You See, can actually adapt its message to millions of images in real-time.

Hemnet is Sweden's largest real estate website. Each week 2 million unique visitors browse the site and look at images of houses – a lot of people are not even looking for a new home, they just want to look at houses for inspiration. In order to get the users of Hemnet.se to consider smart home products, we decided to target them when these products are truly relevant to them. Showing the user the right product at the right time – in real time. We combined real-time user data from Hemnet.se with an API for real-time image recognition. We then cross-linked this to a list of banner ads for products that are relevant for the image they are looking at. The result is a banner ad that knows what you are looking at and what that specific image contains - and that adapts its message accordingly. This way we targeted the users of Hemnet.se to consider smart home products based on their current online behaviour.