Replai uses computer vision and data analytics to find the best video ads
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Replai automates the analysis of the effectiveness of video ads and makes recommendations on how to correct details to make the ads more engaging.
The company has spent the past two years developing its computer vision technology to capture the right data from video ads for games and mobile apps. Then he had to create an AI to analyze ads for what worked as ad creators made nuanced edits to videos. And now, it offers automated recommendations on the ideal ads for various mobile and social platforms.
To date, the company has managed $ 2.5 billion in ad spend on video ads that is processed through San Francisco-based Replai. The recommendations part is why Replai was able to raise $ 4.7 million in seed funding in October, said João Costa, CEO of Replai, in an interview with GamesBeat.
Gaming is the largest customer category for the Replai platform, but various app makers across industries are using it as well. The company has been around since 2019, when Costa and Francisco Pacheco, Product Manager, launched it.
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This kind of data is now critical, as businesses must now create a model that works with the “top of the funnel” metrics that are now available to advertisers. This is because Apple’s focus on user privacy over targeted ads has limited the amount of information advertisers can get about ad effectiveness. With users refusing to provide their data via Identifier for Advertisers (IDFA), any clarity on the effectiveness of ads on iOS has become unclear. That is, the bottom of the funnel where users spend money is no longer so clear, so the top of the funnel where you first meet users is the place where data is now more accurate on iOS.
While IDFA is the big topic related to privacy over the last year, data privacy concerns were galvanized with the European General Data Protection Regulation in 2016. So it wasn’t difficult to see that some of the performance data was going to disappear, Costa said. .
“The loss of data and the rise of video really made us believe that video intelligence would be the next step,” said Costa. “The ability for you to segment your users through video itself, using video intelligence, was not very clear. But that’s what we’re doing now, and that’s why we created the company with this vision.
It is increasingly important to track the combination of user acquisition spend and small changes to different elements of an ad. And Replai has the ability to track an unlimited number of details related to an ad. For example, if you’re Ubisoft running an Assassin’s Creed ad, you’ll likely get a quantitative analysis of how much improved results when using the main character Ezio in an ad, as opposed to another character.
“There is no limit to what you can follow,” Costa said. “This is the key to Replai. “
On average, Replai tracks around 10 tags per ad, with maybe 30 custom tags in total. Replai determines what are the best tags, what are the best tags for a social platform, and what are the best tags for certain operating systems. Then, they correlate those tags with real-time performance data.
“This means we can automatically recognize just about anything in a video, which was the reason for our first funding round at the end of last year,” Costa said. “We want to be the video intelligence layer of the world. “
On the dashboard you can see the videos and their different versions. These creative elements are served as ads, then analyzed for small, nuanced differences in results. You can see at a glance which creative asset has the highest trending. The system will tell you to swap one character or another, depending on the results and its own recommendations.
Replai allows businesses to tailor video analytics, opening up a data stream including the measurement of any custom event in a video. And after the analysis, advertisers need to understand why a video is performing well or not. Next, Replai makes recommendations on what should work.
As a Software as a Service, Replai charges its platform based on the number of channels, number of applications, and number of custom tags. And Costa said the return on investment was clear.
As for the competition, some are focused on producing videos, but fewer are combining that with the intelligence that goes with it, he said. About 50% of clients have adopted Replai as a key tool in the post-IDFA environment because it allows them to continue making data-driven decisions, Costa said.
Costa said the company used some of the recent funding to triple the size of the product team to 30 people in London, San Francisco and Porto, Portugal. Costa said only a few companies use computer vision this much – Google Cloud, Microsoft and others – while Replai makes it their primary focus and can analyze more stocks and data as a result. Replai can be integrated with mobile marketing data partners and channels, such as Facebook, Appsflyer, Adjust, Google and others. He said Replai had trained its computer vision technology from more than a million hours of video footage.
The company has raised $ 6 million to date, and most clients to date in Europe and the US Recent round investors include Hoxton, Sonae IM, Lux Capital, Sequoia and Accel, as well as existing investors .
While the focus was initially on games, Costa said he works with any business in any industry – e-commerce, entertainment, education, dating, sports, and more. – as long as the video is used.
Costa said five public game companies are now using Replai technology. Customers who spend as little as $ 15,000 can find out just how effective their advertising can be. As customers refine their ads, they receive more feedback and learn more from the small changes they make to video ads.
“This data contributes to a new learning loop. This new functionality works for all verticals, including games, ”said Costa. “This is exactly where we saw the world go.”
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