LG AD Solutionsthe advertising arm of the technology company LGwill incorporate Advertising segmentation based on Artificial Intelligence and Emotional Intelligence to the Connected television. The new functionality will be the result of the agreement established between its innovation laboratory with the firm Zenapse, Specialized in Marketing promoted by AI.
As LG has pointed out in a statement, the collaboration will take advantage of The emotions model (Large Emotion Model, Lem) of Zenapse with the objective of promoting a new form of advertising. As he explains, the system will combine LG’s experience on television connected to emotional segmentation based on Zenapse’s artificial intelligence for Redefine interaction with the spectator and the personalization of the experience.
The system will show ads that fit the emotions and feelings of users
In this sense, televisions will incorporate a model designed to show ads that best fit the emotions of each spectator. Technology would have the capacity to interpret psychological factors, as interests, personality or lifestyle features, and show advertising that impacts emotionally.
According to Zenapse on its website, its platform Zenvision is able to interpret the types of emotions shown in the CONTENTS that is seen on television, through the use of public information on the script and plot of the program or film, as well as that of the ads. It also analyzes the viewer’s behavior, grouping it according to its consumption patterns, and combines all this to deliver emotionally segmented ads.
LG will use the system to divide users into Hyperspecific segments which will be more informative for advertisers and will improve campaign performance. Said segments, according to Wiredthey could be “Early Adopters”, “Welfare seekers”, or “concerned about positive elimination and environment”, among others.
From LG they point out that collaboration will improve its ability to understand content, Promote customization and optimize segmentation. “This helps advertisers to forge deeper connections with spectators, maximize campaign performance and increase the relevance of advertisements in connected environments”, Commented David Rudnick, director of technology at LG Ad Solutions, in the statement.
The company also points out that the new functionality will allow advertisers to take advantage of artificial intelligence to optimize segmentation in an increasingly complex environment and in which the relevance of connected televisions In advertising strategies it is increasing.
As shared, connected television is one of the fastest growing advertising segments in the United States, and it is expected to exceed 40,000 million dollars by 2027, compared to 24.6 billion dollars in 2023. In addition, more than 90% of households have adopted streaming platforms, more than double those that have a cable television subscription.
LG has not shared more details about when it will begin to apply this new advertising model or its scope, but has advanced the collaboration will allow the development of new connected television advertisements that integrate emotional intelligence to offer more significant and measurable brand experiences In 200 million its televisions worldwide.
