A company known for data-driven connected TV solutions has launched a GenAI-based connected TV tool designed to empower advertisers to align their ads with content in real time. And, it is using emotion and context of the programming in real time to make it happen.
Thanks to the creation of BrandDiscovery, from Palo Alto, Calif.-based Wurl, campaigns targeted with the product can allow advertisers to present ads within programming that contextually aligns with their creatives based on emotions, genres, and brand safety— with the promise that this will lead to improved brand awareness and purchase intent.
The biggest takeaway, however, is that the product is designed to allow “scene-level contextual targeting” — helping advertisers align the emotional sentiment of their campaign creatives with content closest to the ad break.
Wurl says such abilities can help in improving viewer memorability and engagement.
Peter Crofut, Vice President of Business Development for Agencies and Brands at Wurl, commented, “When I joined the team here, I was motivated by BrandDiscovery’s potential to fundamentally change how marketers approach Connected TV media. We know emotional resonance drives positive attention for brand campaigns, leading to higher brand awareness, recall, and reduced cost per engagement for advertisers. Now, with BrandDiscovery, advertisers will have greater control over the context of their Connected TV ads, more easily earning the attention of viewers and, as a result, improving measured campaign outcomes.”
BrandDiscovery leverages GenAI to produce emotional resonance between Connected TV content and campaign creatives. “By matching an ad’s emotion with the emotion of the content directly preceding it, brands can generate positive attention,” Wurl believes.
Matthew Kramer, Head of Brand Investment at Media.Monks, notes that his firm is partnering with Wurl and using BrandDiscovery. “During a recent campaign for a financial services client, BrandDiscovery’s emotion targeting led to a 33% lift in aided brand awareness and a 15% lift in purchase intent – exceeding the performance of our Connected TV campaign strategies,” he said. “What’s even more promising, the campaign saw a 200% improvement in cost per engagement – as measured by EDO – when the ad creative’s emotions matched the content right before the ad break.”
When compared to KPIs benchmarked for Lending studies over the past five years by Kantar, the results of when Media.Monks applied BrandDiscovery emotions-optimized targeting stood out – performing more than 7X better for aided brand awareness, 4X better for brand favorability, and 2X better for purchase intent, the company says.
The Media.Monks campaign was activated through FreeWheel.
