to more than $30 billion. Advertisers are flocking to the channel for its ability to combine the storytelling power of the big screen with the real-time metrics and optimization capabilities of digital.survey. Nearly 47% of US consumers said streaming is their most frequent method of TV viewing, while 33% said cable and just 14% satellite.
“The best writers, artists, and creative minds have all figured out how to express their feelings with words, songs, and images — and they have shared their work on the Internet for years. MLLMs have been trained on these emotional assets, and, as a result, can understand and describe human emotion with much more clarity than any individual,” Gutman said.
For CTV marketers, this means they can use GenAI and MLLMs to dissect the sounds, imagery, and text that appear in CTV content, understand the specific kinds of emotions a given piece of content generates, and translate all the data into measurable, actionable insights — all with unprecedented efficiency and scale.
The industry is catching on to the role emotion-based targeting can play in creating a better advertising experience. Disney is looking to take advantage through its “Magic Words”for advertisers, which brings contextual advertising together with AI and machine learning to analyze the moods its streaming content’s imagery and language evoke.
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