Television advertising has come a long way in recent years, thanks to the integration of artificial intelligence (AI). Legacy TV companies are harnessing the power of AI to compete with streaming giants like Netflix and Amazon Prime Video. By analyzing the emotional vibe of shows and movies, AI can automatically insert commercials that align with the viewers’ feelings. This allows marketers to reach a wide cross-section of consumers and maintain efficiency on traditional TV platforms.
However, the rise of streaming services has posed a challenge to legacy broadcasters. With the ability to target individual consumers online, streaming platforms have started to steal ad dollars from traditional TV. To adapt to this changing landscape, media companies such as NBCUniversal, Disney, and Warner Bros. Discovery are striking a delicate balance between growing their streaming businesses and maintaining their linear ones.
NBCUniversal, for instance, has recently announced its use of AI to categorize audiences into different segments. By scanning shows to determine the behaviors and emotions depicted in specific episodes, NBCUniversal can place ads that resonate with the mood of the viewers. The collected data is then analyzed to understand individual household preferences. Marketers can target specific user groups based on their viewing habits, allowing for more precise advertising strategies.
Similarly, Disney has introduced an AI product called Disney’s Magic Words. This technology reads the emotion of content at a scene-level, enabling marketers to place ads based on the mood of a recent scene. By aligning ads with specific moments in the content, relevancy and engagement are greatly enhanced.
These advancements in AI-powered advertising are revolutionizing the way television commercials are delivered. TV companies can now offer advertisers the precision and targeting capabilities that have long been associated with digital platforms like Google and Facebook. By leveraging first-party data, machine learning, and predictive analytics, TV networks like NBCUniversal can create media plans that reach the desired audience across both streaming and traditional television.
The future of television advertising is not an “either/or” scenario, but rather a combination of streaming and linear TV. NBCUniversal, Disney, and other media companies are positioning themselves to embrace this future by developing AI-driven tools to enhance both the streaming and traditional television viewing experiences.
FAQs
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What is AI in television advertising?
AI in television advertising refers to the use of artificial intelligence technology to analyze the emotional vibe of shows and movies and automatically insert commercials that align with that feeling. It allows TV networks to offer advertisers more precise targeting and effective ad placements. -
How are legacy TV companies using AI to compete with streaming services?
Legacy TV companies are using AI to better understand their audiences and deliver targeted ads. By analyzing the emotions and behaviors depicted in specific television episodes, AI helps networks place commercials that resonate with viewers. This allows TV networks to compete with streaming services by offering advertisers the same level of precision and targeting capabilities. -
What are some AI-driven tools used by TV networks?
TV networks are developing AI-driven tools such as audience categorization systems and scene-level emotion analysis. These tools enable networks to segment their audiences based on viewing habits and deliver ads that align with specific moments in the content. This level of precision enhances ad relevancy and engagement. -
How does AI benefit advertisers and TV networks?
AI benefits advertisers by allowing them to reach their target audience more effectively. By placing ads that align with the emotional vibe of the content, advertisers can enhance the engagement and relevance of their commercials. For TV networks, AI provides an opportunity to compete with streaming services and attract ad dollars by offering advertisers the precision and targeting capabilities they expect from digital platforms.
Television advertising is undergoing a transformation due to the integration of artificial intelligence (AI). This technology allows legacy TV companies to compete with streaming giants like Netflix and Amazon Prime Video by analyzing the emotional vibe of shows and movies and automatically inserting commercials that align with viewers’ feelings. By leveraging AI, TV companies can reach a wide cross-section of consumers and maintain efficiency on traditional TV platforms.
However, streaming services have presented a challenge to traditional broadcasters. With the ability to target individual consumers online, streaming platforms have started to attract ad dollars away from traditional TV. To adapt to this changing landscape, media companies such as NBCUniversal, Disney, and Warner Bros. Discovery are finding a balance between growing their streaming businesses and maintaining their linear ones.
NBCUniversal, for example, is using AI to categorize audiences into different segments. By scanning shows to determine behaviors and emotions depicted in specific episodes, NBCUniversal can place ads that resonate with the mood of the viewers. The collected data is then analyzed to understand individual household preferences, enabling marketers to target specific user groups based on their viewing habits.
Disney has also embraced AI with its product called Disney’s Magic Words. This technology reads the emotion of content at a scene-level, enabling marketers to place ads based on the mood of a recent scene. By aligning ads with specific moments in the content, relevancy and engagement are greatly enhanced.
These advancements in AI-powered advertising are revolutionizing the delivery of television commercials. TV companies can now offer advertisers the precision and targeting capabilities that have long been associated with digital platforms like Google and Facebook. By leveraging first-party data, machine learning, and predictive analytics, TV networks like NBCUniversal can create media plans that reach the desired audience across both streaming and traditional television.
The future of television advertising is not an “either/or” scenario but rather a combination of streaming and linear TV. NBCUniversal, Disney, and other media companies are positioning themselves for this future by developing AI-driven tools to enhance both the streaming and traditional television viewing experiences.
Sources:
– NBCUniversal
– Disney
– Warner Bros. Discovery