Over the years, the landscape of TV advertising has undergone a significant transformation, adapting to changing technologies and consumer behaviors.
With the rise of AI, the evolution of TV advertising takes yet another step forward.
The Alliance for Video-Level Contextual Advertising (AVCA), a recently formed research group, just released its first research study on the use of emerging technology for categorizing and tagging TV content to improve ad alignment with the shows they appear in.
The group discovered that using AI-generated content attributes for ad targeting can significantly enhance campaign effectiveness.
The results of their study show that ads employing AI-generated content metadata receive 15% more attention compared to those using broad demographic or publisher data.
How Is AI Used in TV Advertising?
AI analyzes video content, extracting data related to the storyline, characters, and images to create targeting sections for advertisers. This alignment between brands and the content viewers are engaged with can boost brand safety in streaming.
For brands lacking extensive first-party data, AI-generated contextual targeting can help reach specific audiences based on content terms according to Rohan Castelino, a principal member of AVCA.
One of the tests in the study involved viewers wearing eye-tracking glasses while watching a TV-MA sitcom. Based on the results, viewers responded negatively to a pharmaceutical ad for a serious condition during a comedic scene.
Instead of blocking all comedy content, AI can serve different creative forms based on the type of content, ensuring that the ad is relevant to the viewer.
AI Contextual Tagging Helps Brand Consistency
AI-generated contextual tagging also aids in creating consistent brand safety parameters. It eliminates subjectivity in content labeling, ensuring brand suitability across platforms.
The study, while primarily focused on traditional ad breaks, determined that AI-powered contextual targeting can also be applied to other streaming formats, like pause or frame ads, and emerging ones like shoppable ads.
Castelino, who is also the Chief Marketing Officer of Iris.TV, emphasized the importance of understanding where ads appear for business outcomes and long-term brand perception.
"In addition to being able to find people wherever they are, it's incredibly important that [brands] understand where their ads are running, because that's going to have a direct impact [for business outcomes] and a long-term impact on brand perception," he concluded.
Edited by Nikola Djuric