Music video network Vevo has launched Moods, an AI-powered product that identifies and groups Vevo music videos by mood for more effective ad targeting.
Vevo’s Moods product allows advertisers easily to place their campaigns in an emotionally-congruent environment, such as a heartfelt music video playlist ahead of Valentine’s Day or Mother’s Day. Aligning ad creative with relevant content creates a positive and memorable ad experience for consumers, in turn, boosting their ad recall and brand favourability.
“With Moods, we can not only curate Vevo programming to better match a person’s mood, but we can also directly ensure advertisers that their campaigns are more meaningful and impactful in the same way that we guarantee a high-quality, brand-safe environment,” explains Kevin McGurn, president of sales and distribution, Vevo. “Therefore, it’s the logical step that we have synergy between the ad creative and the mood it evokes with the music video it surrounds.”
Vevo worked with music data company Musixmatch to score and label videos based on the energy and tone of each song. A proprietary model built by Musixmatch then assigns a mood to each Vevo video’s metadata tag for seamless contextual targeting.
“Our moods affect everything that we do, including the content we consume and the ads we engage with,” notes Eyal Golshani, senior director, data science, Vevo. “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. Simultaneously, by developing new offerings like Moods, we continue to add value to artists and advertisers alike, helping them achieve their respective goals through data science.”
“We’re thrilled to see Vevo enriching the advertising experiences embracing the next generation of metadata that our cutting-edge platform can deliver thanks to our Mood AI tech,” adds Max Ciociola, founder and chief executive officer, Musixmatch.
Moods currently available through Vevo are ‘fun’, ‘heartfelt’, ‘impassioned’ or ’empowering’, with additional moods and features in development to be rolled out over the coming months.