Getty Images launches new VisualGPS Insights platform for marketers

Getty Images has today launched VisualGPS Insights, a new interactive tool designed to help businesses develop content strategies backed up with data and visual guidance.

For the first time, users can view and analyse over 2.5 billion annual searches and download queries from Getty Images as well as iStock, its e-commerce platform focused on SMBs, SMEs and creatives.

Data reveals over 60% of ANZ consumers are wanting more realism in advertising and communications. Getty’s launch of this dashboard aims to provide access to and proprietary search and download data to bolster businesses’ visual content strategy.

Essentially, the VisualGPS Insights will enable creatives, advertisers and SMB with actionable data and insights to determine whether they should follow or avoid the most popular content and determine whether their campaigns are timed correctly and are culturally resonant to create powerfully visual and competitive marketing strategies.

“From speaking with businesses and agencies of all sizes, we realised how many of them were scared to get it wrong with their visual content,” said Dr. Rebecca Swift, global head of creative insights at Getty Images and iStock.

“Whether brands are looking to diversify their image choices or find insights that magnify their marketing results, this tool will help businesses of all sizes make more informed decisions on their visual strategy.”

VisualGPS Insights – which is free to use for registered Getty and iStock customers – helps the business in leveraging real-time visual trends. The service ultimate aims to give businesses a strategic tool to drive market differentiation by exploring and understanding relative interest in particular content queries.

Global trends and visual insights will be accessible through graphs, charts and heat maps showing industries, regions and timeframes. Users will also be able to compare two terms to find intersections between trending topics and popular images, illustrations and videos.

“VisualGPS Insights goes beyond predicting visual trends. It allows our customers to access proprietary data at their fingertips that fuels insights that are most relevant to them, their brand, and their audience,” added Candace Marks, senior director of product management at Getty Images and iStock.

“This tool can be used to assist our customers through the creative process, inject innovative ideas and defend their strategies to final decision makers.”


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.