Latest in Entertainment

Image credit: aimintang via Getty Images

NBCUniversal is using machine learning to make ads more relevant

Matching the brand to the TV moment just got a lot more precise.
107 Shares
Share
Tweet
Share
Save

Sponsored Links

aimintang via Getty Images

Advertisers have been targeting their messages to relevant media for as long as advertising has existed. Kids' TV channels are awash with toy commercials, breaks during wedding shows are full of ads for honeymoon destinations and so on. But now, NBCUniversal has adopted a new machine learning tool that makes the placement of ads on TV more exact, relevant and timely.

The Context Intelligence Platform analyzes scripts, closed captions and visual descriptions to identify the perfect moment for particular ads to appear. So if you're watching a USA Network show that features a party scene, for example, it won't be a coincidence if the following ad is for an alcoholic drinks brand. According to NBCU head of marketing and advertising creative Josh Feldman, trials of the platform have resulted in a 19 percent jump in brand memorability, 13 percent in likability and 64 percent in message memorability.

The system is due for official release early next year, with three to five advertisers currently working with NBCU on beta-testing. No details have been given on the brand names involved, but Feldman said they fall under a range of consumer categories including retailers, studios and packaged goods.

"Before there was machine learning, there was common sense," Feldman said. "When my team created something for an advertiser that was a really heartfelt piece of marketing, we would make sure that the spot ran on heartfelt-type programming as opposed to, say, slapstick comedy. We've been doing this on a manual basis for a long time -- but now we're going to be able to do it at scale."

All products recommended by Engadget are selected by our editorial team, independent of our parent company. Some of our stories include affiliate links. If you buy something through one of these links, we may earn an affiliate commission.
Comment
Comments
Share
107 Shares
Share
Tweet
Share
Save

Popular on Engadget

The 2019 Engadget Holiday Gift Guide

The 2019 Engadget Holiday Gift Guide

View
NVIDIA's RTX Studio driver speeds up ray-traced V-Ray rendering

NVIDIA's RTX Studio driver speeds up ray-traced V-Ray rendering

View
Panasonic's Lumix G9 is less than $1,000 for the first time ever

Panasonic's Lumix G9 is less than $1,000 for the first time ever

View
Vizio is updating SmartCast TVs to stream Disney+ via Chromecast

Vizio is updating SmartCast TVs to stream Disney+ via Chromecast

View
This Angry Birds 'Venting Machine' is made for you to attack

This Angry Birds 'Venting Machine' is made for you to attack

View

From around the web

Page 1Page 1ear iconeye iconFill 23text filevr