NBCUniversal has reportedly unveiled its newest advertisement targeting platform, the "One Platform Total Audience" (OPTA), which is a media-planning and activation solution that leverages generative AI to target ads for people based on their emotions and motivations.
During its yearly tech conference, One24, on Wednesday, the media conglomerate revealed that it is utilizing artificial intelligence (AI) to analyze TV and social content from its extensive library and connect it to viewers' motivations and feelings.
Based on the themes and plots that draw viewers in, advertisers can then target those viewers with product advertisements.
(Photo: Eyang Sabur | Pixabay) NBC shows and Universal Pictures films will soon be available on a free streaming service, which will be launched early in 2020.
According to NBCU, it has created 300 audience groups that enable advertisers to target consumers right down to the episode level of television programs like "Law & Order" and "Dateline."
Chief data officer at NBCU John Lee gave the example that viewers of shows with sibling rival themes were more likely to identify as family-oriented and to have a preference for a certain fast-food business.
AI Advertising Over Conventional Advertising
Lee claimed that NBCU's Gen AI-driven advertisements outperformed its prior method of audience targeting, which was based on the show titles and genres viewers saw, in testing with ten advertisers, all of whom he would not name. The improvements ranged from 21% to 49%.
NBCU is looking for sponsors to beta-test the strategy. One significant ad-holding corporation is curious, at least. Omnicom Media Group's chief activation officer, Megan Pagliuca, announced that the company would test NBCU's strategy on several advertising clients.
As NBCU and other TV sellers search for a competitive advantage in the run-up to the upfronts, TV's major annual selling season, they are launching the Gen AI advertisements and other One24 projects.
The other big revelation from NBCU is that in addition to gen AI-driven advertisements, it will be selling ads around the Summer Olympics programmatically for the first time to facilitate advertisers' purchase of highly sought-after slots.
Along with shoppable TV commercials targeted at sports enthusiasts, it also offers marketers a new way to gauge the overall success of their ads.
AI-Powered Advertising
NBCU demonstrates that it is using AI to enhance its content targeting, following in the footsteps of other digital behemoths. Tech Times recently reported that Apple's App Store now uses AI-powered ads, wherein the AI focuses on where to place the ads.
With AI determining where it should appear, this AI-powered advertisement may be added to the company's other apps, such as Apple Books, Apple Podcasts, Apple Maps, and more, providing a new source of income.
Meta also just confirmed that AI will soon judge Facebook users' video feeds. Meta aims to develop an AI system that drives the video recommendation engine on Facebook and its various platforms.
(Photo: Tech Times)
