Verve Group Partners With Getty Images to Enhance Contextual Targeting

‘Visual Intent’ helps brands activate sports and entertainment moments across the open internet

Verve Group, a global consumer-first advertising suite, in partnership with Getty Images, a preeminent global visual content creator and marketplace, today announced the launch of Visual Intent, a new offering that allows brands to engage consumers in highly desired cultural, sports, and entertainment-focused moments across the open internet.

Verve Group is the first global data platform to directly enable advertising next to visual content from Getty Images, solidifying its position as a prominent and trusted partner in the space of visual contextual targeting.

Visual Intent combines Getty Images’ imagery and metadata with Verve Group’s Moments.AI™, the company’s next-generation contextual marketing platform. An industry first, this integration will allow marketers to target relevant, brand-safe content in real-time with advertising placed adjacent to owned visual content from Getty Images.

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“We designed Visual Intent with a vision of helping brands in the sports and entertainment sectors facilitate strong connections between consumers and the cultural references that bind them.”

— Raman Sidhu, Verve Group

“Whether it be soccer and Heineken, football and Gatorade, auto racing and Mercedes or fashion and L’Oreal, brands, properties, and their passionate consumers, are naturally drawn together,” said Raman Sidhu, SVP, EMEA Sales & Global Partnerships of Verve Group. “Given Verve Group’s knowledge, scale and capacity working within the sports and entertainment sectors, we designed Visual Intent with a vision of helping brands in these arenas facilitate strong connections between consumers and the cultural references that bind them.”

By leveraging Getty Images’ imagery and related metadata placed on publisher pages, brands can further target digital advertising campaigns against desired content themes and consumer categories, including sports, entertainment and current events.

“A picture has always been worth a thousand words, and now we think it can also enhance the value of a thousand ad impressions,” said Mike Zarrilli, Senior Director of Global Strategic Development at Getty Images. “Getty Images is excited to partner with Verve Group on Visual Intent, aligning Verve’s real-time ad technology with our stellar global editorial content and robust metadata. This initiative will enable marketers to further activate their brand initiatives and deepen passion-point connections with desired consumer bases, while simultaneously supporting our vital publisher partnerships.”

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Creating Greater Intent to Purchase

The open internet has forced many brands to rethink single-channel sponsorship and promotions, as brands from all walks of life seek more effective ways of connecting the dots between images and targeting accuracy.

With a high level of targeting precision, brands can maximize outcomes on Moments.AI™ by reaching relevant audiences within milliseconds, and, most importantly, without the use of cookies or any identifiers. Brands can further benefit from the recency of data on the platform, giving them the ability to capture consumer attention, emotion, and intent in moments that matter the most. Having access to real-time audience data also allows for tailored targeting to achieve either branding goals to raise awareness, deliver performance goals or maximize outcomes.