Harris Paige

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Vevo Launches AI-Driven ‘Moods’ To Target Ads To Attitudes



Music-video service Vevo today announced the launch of Moods, a new playlist service that uses artificial intelligence to group the videos based on their emotional sensibility, to improve ad targeting and ensure resulting ads align with viewers’ mindsets.

The company said the new service will make it easier for advertisers to put their campaigns alongside an “emotionally congruent environment,” like the “Impassioned” videos such as “Rain on Me” by Ariana Grande and Lady Gaga that might appear on a Valentine’s Day playlist, or the “Heartfelt” songs that might end up on a Mother’s Day playlist.

Vevo’s bet is that better aligned ads will generate better audience recall and improve favorability toward the brand involved, as research suggests is the case, the company said.

“It’s the logical step that we have synergy between the ad creative and the mood it evokes with the music video it surrounds,” said Vevo’s President of Sales and Distribution Kevin McGurn.

Vevo built the Moods offering with music-data company Musixmatch, scoring and labeling videos based on their energy and tone, then assigning a “mood” to each video based on a proprietary Musixmatch AI model.

“Our moods affect everything that we do, including the content we consume and the ads we engage with,” said Vevo senior director, data science Eyal Golshani. “From joy to fear, sadness to hope, music videos have remained a constant source of comfort and soundtrack our everyday lives. With our innovative data-based capabilities, Vevo can better understand our viewers, and their frame of mind while viewing, to deliver the best music-video experience.”

The company describes the initially available moods are described as “fun, heartfelt, impassioned or empowering,” with more moods scheduled to roll out in coming months.

Vevo claims 26 billion views a month globally for its music videos. The company is majority-owned by the major record labels, and available across most ad-based online video platforms.

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