Generative artificial intelligence is already unlocking many new capabilities for marketers, especially when it comes to advertising creative. Still, this technology could soon change the world of contextual advertising as well.
gen AI allows marketers to scan series content and collect more detailed metadata, such as program details and closed captions, to better understand the emotional tenor of a scene. became.
At the Possible conference in Miami, executives from CTV, marketing, and measurement companies shared the results of their early efforts with the technology.
According to Peter Crofut, vice president of business development at Wurl, marketers can use this metadata to deliver ads with a tone that reflects the mood of the content the viewer just watched. Increase contextual relevance and improve creative performance.
In one case study with a financial advertiser, the technology drove 200% more brand engagement than other parts of the campaign, according to Laura Glover, senior vice president and head of client solutions at EDO.
“This is a really important element in growing CTV from a programmatic perspective,” said Kathy Arziliou, head of publisher sales at FreeWheel. “We can now identify more context within commercial breaks and decide where within the pod to send targeted, contextual ads.”
Context is everything
Contextual advertising has always been about delivering ads that are relevant to the context, but Gen AI allows marketers to track the sentiment of a show by scene rather than by series.
For example, an episode of “The Office” can be a comedy or a romance, depending on the scene, Crofatt said. Similarly, Pillsbury might be happy to advertise during Shrek, but it would want to avoid the scene where Lord Farkad squeezes the gingerbread man.
This technology infers the mood of a scene and delivers ads with a similar tone, ensuring a higher level of relevancy and is the basis for effective advertising.
Companies are already trying to embrace innovation. NBCUniversal's head of advertising sales, Mark Marshall, told ADWEEK in January that the company's One Platform Total Audience leverages AI to increase reach and shape media plans by considering genre, tone, and emotion. He said he is making it more effective.
