Wurl Launches BrandDiscovery to Precisely Match Connected TV Ads With the Emotion and Context of Programming in Real Time
March 26 2024 - 9:00AM
Business Wire
The GenAI-powered solution provides scene-level
contextual targeting to help advertisers align the emotional
sentiment of their campaign creatives with content closest to the
ad break, improving viewer memorability and engagement
Wurl, a leader in data-driven solutions for CTV, today announced
BrandDiscovery – a GenAI-based CTV advertising solution that
enables advertisers to align their ads with content in real time.
Campaigns targeted with BrandDiscovery allow advertisers to present
ads within programming that contextually aligns with their
creatives based on emotions, genres, and brand safety – leading to
improved brand awareness and purchase intent.
BrandDiscovery’s launch comes at an exciting inflection point
for the CTV advertising industry. Television continues to be viewed
as a highly effective channel for brand marketers and AI-driven
technologies are poised to revolutionize how advertisers connect
with their audiences. As the largest video screen and non-skippable
environment, CTV is ideal for improving brand awareness – research
shows that brand recall and purchase intent is higher for TV and
CTV than for digital mobile environments. At the same time,
however, media buyers face a fragmented CTV ecosystem, often
resulting in a lack of control and transparency, and limiting
advertisers’ ability to scale and spend effectively.
“The CTV advertising ecosystem is ripe for disruption,” said
Peter Crofut, Vice President of Business Development for Agencies
and Brands at Wurl – the company’s newest executive hire brought on
to oversee BrandDiscovery’s launch and integration. “When I joined
the team here, I was motivated by BrandDiscovery’s potential to
lead that disruption and fundamentally change how marketers
approach CTV media. We know emotional resonance drives positive
attention for brand campaigns, leading to higher brand awareness,
recall, and reduced cost per engagement for advertisers. Now, with
BrandDiscovery, advertisers will have greater control over the
context of their CTV ads, more easily earning the attention of
viewers and, as a result, improving measured campaign
outcomes.”
BrandDiscovery leverages GenAI to produce emotional resonance
between CTV content and campaign creatives. By matching an ad’s
emotion with the emotion of the content directly preceding it,
brands can generate positive attention.
With BrandDiscovery, advertisers gain:
- Scene-level analysis: BrandDiscovery offers contextual
targeting at the scene level, an improvement over the industry’s
standard program or channel-level solutions. Advertisers can
present ads within programming that contextually aligns with their
creatives based on emotion, brand safety, and genre.
- Contextual targeting at scale: BrandDiscovery ads will
be shown across 300+ premium CTV publishers, including FAST
channels and leading streamers. With more than 60 billion monthly
available ad impressions, Wurl enables advertisers to achieve
contextual targeting at scale through a single source of access,
providing significant cost and time savings.
- Free access: BrandDiscovery data segments are free of
charge, and available to advertisers through their SSPs and
DSPs.
“At Media.Monks, we’re focused on driving stellar results for
our clients,” said Matthew Kramer, Head of Brand Investment at
Media.Monks. “We’re excited to partner with Wurl to continue doing
just that by introducing their technology to our advertisers, who
are already reaping the benefits of BrandDiscovery. During a recent
campaign for a financial services client, BrandDiscovery’s emotion
targeting led to a 33% lift in aided brand awareness and a 15% lift
in purchase intent – exceeding the performance of our CTV campaign
strategies. What’s even more promising, the campaign saw a 200%
improvement in cost per engagement – as measured by EDO – when the
ad creative’s emotions matched the content right before the ad
break.”
When compared to KPIs benchmarked for Lending studies over the
past five years by Kantar, the results of when Media.Monks applied
BrandDiscovery emotions-optimized targeting stood out – performing
more than 7X better for aided brand awareness, 4X better for brand
favorability, and 2X better for purchase intent.
The Media.Monks campaign – activated through FreeWheel, a global
technology platform for the television advertising industry –
delivered millions of impressions within a matter of weeks.
FreeWheel’s Head of Publisher Sales, Kathy Argyriou, said a
critical component to the campaign’s success was being “better able
to help advertisers reach their intended audience in premium
television environments, fueled by the data sources that matter in
today’s ecosystem.”
“In this complex and fast-moving media landscape, this
collaboration is another step in tackling some of the most pressing
industry challenges, and connecting buyers to premium, brand-safe
ad inventory, with transparency and efficiency,” she said. “At
FreeWheel, we take very seriously our mission to help fuel greater
industry interoperability and our partnership with Wurl is the
latest proof point of how we’re putting this philosophy into
action.”
BrandDiscovery is available now in North America. Click here to
learn more, and get in touch.
About Wurl
Wurl is a leader in the CTV industry, helping connect viewers to
the content they want to see with technologies for distribution,
monetization, and advertising. The company supports publishers,
streamers, and advertisers in growing viewership, maximizing
revenue, and strengthening brand value. Wurl is owned by AppLovin
(NASDAQ: APP). For more information, visit www.wurl.com.
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Tori Owens press@wurl.com
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