Stipple is announcing a partnership with Getty Images that integrates Stipple's technology for in-image advertising with Getty's library of photos.
Technically, there was nothing stopping someone who published Getty's photos from including Stipple ads inside those photos. However, the new integration should make those campaigns more effective, particularly by tapping into the Getty metadata. Stipple co-founder and CEO Rey Flemings said that one of the things that has "hindered" the use of photos online is the fact that most publishing systems strip the relevant metadata from those images.
Thanks to the new partnership, Getty's tags will be applied to its photos throughout the Stipple network, and those tags can then be used to place ads. For example, if a Hollywood studio wanted to advertise its new film, it could run a campaign across Stipple's network that targeted all Getty photos that feature cast members from the film. The companies say this should improve the reach of brand campaigns and increase monetization for publishers.
You can view a sample image with Stipple links here.
Craig Peters, Getty's senior vice president of business development, said the company is always looking to help its publishers monetize (after all, they're probably going to be happier about paying for Getty's content if they're actually making money from those photos), and that Getty is working with Stipple specifically because the company "can basically align the interest of advertisers and publishers," delivering ads that are effective and don't annoy users because they're actually relevant to the image.
"It really does unlock a lot of the value that sits in that visual asset online that has been under-monetized and under-appreciated up until this point," Peters said.
In order to take advantage of the new integration, publishers have to be working with both companies, but that's a group that includes People.com, Condé Nast, and Gannett.
Stipple revolutionizes image monetization & social shopping. More people see your images on the open web than on your site, ads, blog & apps combined. This is true for large and small businesses. Many sites allow tagging, but only Stipple connects tags to all copies of an image, then puts you in control of the content in & data from your images. Only Stipple offers image analytics, advertising & messaging inside images web-wide and without widgets or embed code....
Getty Images creates and distributes the world's best and broadest imagery collections, making them available in the most accessible and usable way—24 hours a day, every day. From contemporary creative imagery to news, sports, entertainment and archival imagery, their products are found each day in the full range of traditional and digital media worldwide. Mark Getty and Jonathan Klein founded Getty Images in 1995 with the goal of turning a disjointed and fragmented stock photography market into a thriving,...
I enjoy building things and teams. Specialties Product Management, Marketing, Business Development, Entertainment / Media, Cloud Computing & e-commerce.
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