Negan just killed a major character on "The Walking Dead" or Jack just suffered a major heart attack on "This Is Us", which commercial should follow such an emotional scene? Choose right and you've connected with the viewer on a deep, emotional level. Choose wrong and your product may be seen as incongruent, in bad taste, or worse, simply forgotten.
“Contextual fluency,” meaning a message is consistent with the content surrounding it, also helps viewers process ads easier.
Laney Lewis, IBM Watson Media
AI Video Technology, Jul. 25, 2017
The system described not only determines the emotional context of a scene but can generate metadata classifying the emotional content, i.e., positive, neutral or negative, along with contextual details that can then populate a database.
The move is on to better match emotional level of program content with that of the ad spot. NBCUniversal announced in November their intent to use a machine learning tool that helps brands place ads around scenes relevant to their product. Seeing this trend, DoubleVerify acquired Leiki in December of last year. DoubleVerify, a marketing measurement software and analytics provider, saw Leiki's semantic AI and contextual video capabilities a natural addition to DV's brand reputation services.
Major brands’ content was found to be appearing next to videos promoting extremist views or hate speech, with a cut of the advertising spend going to the creators.
Olivia Solon The Guardian
Sat 25 Mar 2017
- Consumers' Response to Commercials: When the Energy Level in the Commercial Conflicts with the Media Context. Nancy M. Puccinelli, Keith Wilcox, and Dhruv Grewal (2015) Journal of Marketing: March 2015, Vol. 79, No. 2, pp. 1-18.
- Video scene retrieval with interactive genetic algorithm. Yoo, HW. & Cho, SB. Multimed Tools Appl (2007) 34: 317. "This paper proposes a video scene retrieval algorithm based on emotion"
- Emotion In Advertising: The Difference Between A Spark And A Backfire. Derek Rucker, Forbes, Oct. 5, 2017.
- Emotions and Advertising: How We Connect to Brands. Kelly Fong, October 12, 2015