Marketers are matching TV storylines with ads using machine learning, reports ADWEEK. For example, a driving scene could be followed by an ad for car insurance. It’s known as ‘contextual advertising.’
ADWEEK says the AdSmart Context software is ready to roll-out later this year on NBCUniversal. A short description of the workflow indicates the systems uses the closed-caption stream for program content and a proprietary AI system determines the proper context.
‘AI is scanning 25,000 shows, movies and closed captioning, then assigning keywords and sentiments to that content.’
OUR TAKE
- A flip-side could create a valuable service for TV news: separating ads from news content where the association could be in bad taste or confused as news.