Artificial Intelligence (AI) is advancing as we speak, changing the world we live in, making our lives more convenient. In a media landscape where advertisers are seeking maximum visibility for their products, TV advertising is pushing the envelope and constantly developing new forms of advertising. This week’s egtabite puts the spotlight on such an innovative solution developed by IP Deutschland: a contextual video tagging campaign, using the power of AI.
AI meets premium content in the premium environment
IP Deutschland’s Solutions Department, in close collaboration with Cologne Broadcasting Center, Info Network and RTL Interactive developed an in-house AI tool for TV advertising and successfully tested the delivery of advertising in a contextually appropriate environment. The great advantage of this newly developed AI tool is the ability to analyse content in real-time – finding the most appropriate time to feature an ad.
The first client on the German market to use this solution in a TV campaign was Rügenwalder Mühle, a family-owned business known for its processed meat and sausage specialities. As they are shifting the focus of their offering to include both vegetarian and vegan alternatives, they were looking for a creative format and were therefore the ideal candidate to pioneer this content-oriented innovation.
The main goal of the TV campaign was to promote healthier, non-meat alternatives to their audience.
The perfect dinner
The contextual video tagging campaign ran in September 2018 on the popular VOX cooking show Das perfekte Dinner (the German version of Come Dine with Me, the British show aired on Channel 4) on TVNOW platform. The cooking show was the ideal context to feature the processed-meat brand.
To display the advertisement at the appropriate time and in the right context, the show was analysed using speech recognition, followed by sentiment analysis. The software thus helped identify the keywords that are relevant for the client and that could be associated with the meat-alternative products. The client Rügenwalder Mühle approved the list of terms established by the software such as meat, burgers, sausages but also potatoes and vegetables.
The resulting metadata was used to precisely integrate the advertising message into the format context. Every time one of the keywords was mentioned in the cooking show, a dynamic L-frame ad appeared on screen for about 10 seconds, promoting healthier, vegan or vegetarian product alternatives.
Thanks to the dynamic adaptation, the selected keywords were integrated directly into the ad, allowing to diversify the featured ads and leaving no space for a repetition of a single ad. An unwanted playout in negatively associated scenes is prevented through a sentiment analysis integrated into the AI, which ensures the ad is displayed in a safe environment.
For example, when a guest on the show would mention: “Meat is my passion, I love it so much”, the tool would identify meat as a keyword and a dynamic ad would appear with the text: “Have you also tried a vegan alternative? Click here for more info on…”.
In that way, the viewer of the show would easily – with only one click – be redirected to Rügenwalder Mühle’s official website, where the latest products were being offered.
“Advertisers have long wanted to be able to play their messages individually in the video environment, which means that intelligent playout mechanisms are increasingly becoming the focus,” explains Lars-Eric Mann, Sales Director Solutions at IP Deutschland. “AI is an important building block along the way, but so far there are few empirical values, and we wanted to help with this pilot project – and we succeeded in doing that.”
Future steps
The positive results of the campaign proved the success of this innovative form of advertising, showing that contextual video tagging stimulates buying intentions. Due to the great success and turnover of the campaign, the format will be further developed and repeated in the future.
OTHER CASE STUDIES
FTP OFFERS SUBTITLING ON COMMERCIALS DURING THE OLYMPIC AND PARALYMPIC GAMES
18. 7. 2024FTP: Reinforcing its commitment to social inclusion According to the World Health Organization (WHO), almost 200 million people in the wider European region experience some degree of hearing loss. This is a significant health issue around the globe, and France is no exception, with serious hearing loss affecting nearly 10% of the French population. As… Continue reading EGTABITE 279: AI MEETS PREMIUM CONTENT – IP DEUTSCHLAND’S CONTEXTUAL VIDEO TAGGING
CHANNEL 4 INTRODUCES SUBTITLED ADS AND ACCESSIBLE SPONSORSHIP FOR PARIS 2024 PARALYMPICS
18. 7. 2024The most accessible games yet Channel 4 announced that all advertising on its network during the Paris 2024 Paralympic Games will carry subtitles. This enhances Channel 4’s commitment to making its coverage of the Games the most accessible yet. The commitment builds on the previously announced goal to include subtitles on the broadcast of all… Continue reading EGTABITE 279: AI MEETS PREMIUM CONTENT – IP DEUTSCHLAND’S CONTEXTUAL VIDEO TAGGING
DPG MEDIA AND GAIA’S UNITED EFFORT TO FIGHT PUPPY MILLS
20. 6. 2024Puppy mills, where dogs are bred for profit with little regard for their welfare, remain a troubling issue. To combat this, GAIA, a Belgian non-profit organisation dedicated to animal rights, partnered with Integreate by DPG Media to launch an impactful media campaign. This campaign not only raised significant awareness but also earned prestigious awards, including… Continue reading EGTABITE 279: AI MEETS PREMIUM CONTENT – IP DEUTSCHLAND’S CONTEXTUAL VIDEO TAGGING
DRIVING CREATIVITY: VOLKSWAGEN AND CANAL+ BRAND SOLUTIONS’ TIGUAN CAMPAIGN
20. 6. 2024Tiger + Iguana = Tiguan Showcasing creativity and innovation, CANAL+ BRAND SOLUTIONS and Volkswagen launched an outstanding campaign for the new Tiguan, featuring eye-catching 3D animation. The campaign was executed with the help of Re-mind PHD, its creative department Fuse, the DDB agency, and CANAL+ BRAND SOLUTIONS’ creative entity, CANAL BRAND Factory. The primary aim… Continue reading EGTABITE 279: AI MEETS PREMIUM CONTENT – IP DEUTSCHLAND’S CONTEXTUAL VIDEO TAGGING
ITV LAUNCH TWO CREATIVE AD BREAKS TO RAISE AWARENESS FOR GLOBAL ACCESSIBILITY AWARENESS DAY (GAAD)
23. 5. 2024On the occasion of Global Accessibility Awareness Day (GAAD), ITV launched two creative ad breaks designed to raise awareness about accessibility and inclusion. These ad breaks were featured on ITV1 and during “This Morning,” a daytime talk show. With 12 million adults in the UK living with deafness, hearing loss, or tinnitus, and over 2… Continue reading EGTABITE 279: AI MEETS PREMIUM CONTENT – IP DEUTSCHLAND’S CONTEXTUAL VIDEO TAGGING
GLOBAL ACCESSIBILITY AWARENESS DAY: HIGHLIGHTING THE VALUE OF SIGN LANGUAGE AND SUBTITLES ON TV
23. 5. 2024Globally, over one billion people live with disabilities. According to the latest data from the National Centre for Public Health and Analysis, the number of people diagnosed with “deafness” in Bulgaria in 2022 is close to 3000. Although a sign language law was adopted only three years ago to official recognise BGSL (Bulgarian Sign Language)… Continue reading EGTABITE 279: AI MEETS PREMIUM CONTENT – IP DEUTSCHLAND’S CONTEXTUAL VIDEO TAGGING
NEW ATTENTION RESEARCH FROM FRENCH TV TRADE BODY SNPTV
18. 4. 2024SNPTV, the trade body representing TV sales houses in France, embarked on a journey to unravel the mysteries of audience attention within the ever-evolving landscape of TV and video advertising. In an era marked by unprecedented fragmentation in media consumption, understanding the attention of consumers has emerged as a key metric for advertisers. With an… Continue reading EGTABITE 279: AI MEETS PREMIUM CONTENT – IP DEUTSCHLAND’S CONTEXTUAL VIDEO TAGGING
DEGREE US: ‘NOT DONE YET’ CAMPAIGN WITH AD AND OPEN CAPTIONS
29. 3. 2024Background More than 60 million people in the US live with a disability, yet products and experiences are still not designed with this community in mind. Degree Inclusive packaging and inclusive advertising ensure that people with disabilities have an equal playing field. Creative Degree® is committed to inspiring the confidence in everyone to move beyond… Continue reading EGTABITE 279: AI MEETS PREMIUM CONTENT – IP DEUTSCHLAND’S CONTEXTUAL VIDEO TAGGING
BRIDGING BRAND, CONTENT, AND AUDIENCE VALUES – RAI PUBBLICITÀ’S INNOVATIVE VALUE PLANNING TOOL
22. 3. 2024Rai Pubblicità’s ‘Value Planning’ initiative, showcased at egta’s MIM (Market Intelligence Meeting) in Madrid, aims to bridge the gap between the values reflected in media content and the evolving values of our society. This unique approach represents a significant step forward in understanding how audience values intersect with Rai’s editorial content. Developed in collaboration with… Continue reading EGTABITE 279: AI MEETS PREMIUM CONTENT – IP DEUTSCHLAND’S CONTEXTUAL VIDEO TAGGING
THE EFFECTIVENESS OF BROADCAST SPONSORSHIP: CHANNEL 4 SALES’ SPONSORSHIP ROCKS
21. 3. 2024In a landscape where brand safety and transparency are paramount concerns within the media industry, Channel 4 Sales has recently unveiled the results of its exclusive Sponsorship Rocks study. This comprehensive analysis provides compelling insights for brands navigating the complex world of advertising. Over almost 240 sponsorships and 666 waves of research involving more than… Continue reading EGTABITE 279: AI MEETS PREMIUM CONTENT – IP DEUTSCHLAND’S CONTEXTUAL VIDEO TAGGING
CANAL+ BRAND SOLUTIONS’ INNOVATIVE AI ADVERTISING CAMPAIGN FOR AUDI CREATES A WINTER WONDERLAND ON SCREENS
15. 2. 2024In a groundbreaking move that seamlessly combines technology, creativity, and automotive innovation, the creative entity of Canal+ Brand Solutions recently unveiled a captivating advertising campaign for the new Audi SQ8 Sportback e-tron and its e-quattro technology. The French-based team, in collaboration with Re-Mind PHD, Brand Content Fuse, and Canal Brand Factory, introduced an innovative television… Continue reading EGTABITE 279: AI MEETS PREMIUM CONTENT – IP DEUTSCHLAND’S CONTEXTUAL VIDEO TAGGING
THE MASKED SINGER: DPG MEDIA AND JBC’S CREATIVE COLLABORATION
15. 2. 2024While business partnerships and collaborations are key, joining forces in showcasing creativity can prove to be quite challenging, yet equally rewarding. Such was the case with the constructive partnership between DPG Media and Belgian fashion retailer JBC. The companies pulled off a successful collaborative campaign combining the fame of The Masked Singer competition with the… Continue reading EGTABITE 279: AI MEETS PREMIUM CONTENT – IP DEUTSCHLAND’S CONTEXTUAL VIDEO TAGGING
