Formed this year between ad tech and data companies Iris.tv, Beachfront Media, Pixability and Silverpush, the AVCA’s first research project found ad targeting by content attributes generated by AI can help advertisers better achieve their campaign goals. For example, ads served by AI-generated content metadata were watched four times as often as those targeted by broad demographic or by a publisher’s own data, and for the ads watched, AI contextual targeting commanded 15% more ad attention than the others.
To do this, AI combs through video content to extract data based on the story, characters and images on screen to create targeting segments for advertisers, which serve to both align brands emotionally to the storytelling viewers have tuned in for as well as to increase brand safety in streaming. And for brands that may not have access to robust stores of first-party data for hyper-specific audience targeting, AI-generated contextual targeting can help reach specific audiences by content terms instead, said Rohan Castelino, chief marketing officer, Iris.tv, and principal member of AVCA.
An example from the study, which placed eye-tracking glasses on members of households watching a TV-MA sitcom, found a negative response from viewers who were served a pharmaceutical ad for a serious condition that misaligned with the comedic scene that preceded it. Rather than block all comedy from the pharma brand’s campaign, it can utilize AI to programmatically serve different creative variants by the type of content so that the ad is most relevant to the viewer seeking out a comedy versus a serious drama.
And for those that saw the ad and aren’t in-market for that type of medication, viewers who saw ads served by AI-generated content tagging showed two times higher unaided awareness and are more likely to recommend that product, Castelino said.