At the IAB's NewFronts event, Peter Crofut from Wurl emphasized the necessity for streaming TV advertisers to prioritize emotional context over mere audience targeting. He criticized the industry's obsession with identity-based targeting, suggesting that knowing 'who' the audience is insufficient without understanding 'when' and 'how' to engage them. Wurl's innovative solution, BrandDiscovery, leverages generative AI to ensure that ads resonate emotionally by aligning them contextually with programming, thereby enhancing viewer experience and minimizing disruption.
"Audience targeting alone, without contextual relevance, ignores TV's greatest strength - its ability to tell compelling stories that emotionally connect with viewers."
"You may reach the right person, but are you really reaching them at the right moment?"
"When an ad appears in the right context, it becomes an extension of the story experience. It feels much less disruptive."
#streaming-advertising #contextual-relevance #audience-targeting #emotional-engagement #generative-ai
Collection
[
|
...
]