Artificial intelligence is now helping media agencies analyze emotions detected in streaming content to contextually align their ads and improve metrics like attention and recall. Thanks to generative AI tools, these agencies hope to generate scenes in films and series that adjust to the advertisements with tone, volume and visuals in harmony with the content. For example, instead of disrupting an intense scene from The Walking Dead with a loud car ad, AI would integrate an ad more suited to the emotional mood.
Monks, an agency partner of Wurl, tested the BrandDiscovery tool, which uses AI to align ads based on emotional resonance. This tool relies on Plutchik's “Wheel of Emotions” to rate ads based on feelings like joy, trust or disgust. In real time, AI detects emotional cues in content just before an ad break and selects the appropriate ad. This approach helped Monks increase brand awareness by 33%, favorability by 28% and purchase intent by 15%.
AI is also used to improve targeting and measurement of CTV campaigns. A company called PMG, for example, uses AI to optimize its CTV campaigns, addressing challenges such as audience data throttling by large platforms. Thanks to probabilistic models, AI allows us to better understand the overall impact of media on CTV. Mediaassociates, another agency, also uses AI to model incremental progression within their media strategies.
By integrating AI, agencies hope to establish greater continuity between media and ad creative, while strengthening the emotional connection with consumers. This technology allows brands to better understand the emotional relevance of their content, and optimize their campaigns in real time, in order to increase engagement and advertising effectiveness.
Source: Digiday
