With AI, agencies advance CTV contextual targeting by seeking emotional connections

With the help of artificial intelligence, media agencies are analyzing emotions detected in streaming content to contextually align their ads, with the hopes of improving outcomes from attention to ad recall.

Agencies hope that generative AI tools will help them perceive and log the emotions and context of the content on a scene level, be it a show or movie, to help transition ad breaks with a better fit in tone, volume, message and imagery. Imagine watching an intense, emotional scene in “The Walking Dead” slowly building up — only to break into a loud, aggressive car commercial.

Alternately, they can create a better segue during scenes of the movie “Up,” and then weave in appropriate creative assets showing family photos or human connection.

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