DAIVID Puts Emotion at the Heart of Media Buying With New Solution That Helps Advertisers Buy Inventory Based on How Audiences Feel

MoodBoost enables brands and agencies to find and select media environments based on audience emotion, with early campaigns showing performance increases of up to 43%

DAIVID, the creative and media intelligence engine, today launched MoodBoost, a new solution that can boost media performance by up to 43% by helping advertisers choose where to place ads based on how the surrounding content makes audiences feel.

Ads perform better when they appear alongside content that generates more positive and fewer negative emotions. MoodBoost, which launches in beta today, identifies and packages media inventory based on the emotions generated by the surrounding content, allowing advertisers to select environments where audiences are more likely to be in a receptive mindset.

The new solution builds on DAIVID’s existing creative intelligence technology, which measures how audiences respond to advertising. Trained on tens of millions of human responses to ads, DAIVID’s AI models predict the emotional and business impact of video and display ads without the need for audience panels.

The platform measures creative performance across 39 distinct emotions, alongside metrics including attention, brand recall and purchase intent. DAIVID predicts advertising performance before advertisers invest in media, giving brands and agencies greater confidence in what will work, why it will work and how to maximise impact. This helps brands make better creative decisions, drive more effective media and deliver stronger business outcomes.

MoodBoost applies this intelligence to the media environment around the ad, giving media buyers a simple way to optimise inventory for better performance. Campaigns run using MoodBoost have so far delivered a 20.2% increase in view-through rates and a 43.0% increase in click-through rates.

MoodBoost is being rolled out with partners across the media ecosystem, including SSPs, broadcasters and publishers that can make the inventory available to buyers. Initial partners include Azerion and OpenX, with more partners to be announced.

The solution connects these media partners with buyers, including media agencies, brands buying media directly and others involved in media buying and effectiveness. Media partners can make emotionally relevant inventory available, while buyers can select these environments to help drive better media performance.

DAIVID CEO and founder Ian Forrester said: “We’ve spent decades treating creative and media as two separate decisions. We know whether an ad works and who we’re reaching, but we’ve had far less visibility into how the content around that ad makes people feel.

“MoodBoost changes that. It uses our AI models to identify and curate media inventory based on the emotions generated by the content around the ad, putting brands in environments where audiences are more likely to be in a positive mindset. Instead of just buying where people are, we can start choosing environments that create a more positive emotional context around the ad, and ultimately improve performance.”

For more information on MoodBoost or DAIVID’s other creative and media intelligence solutions, click here.

Source: DAIVID

  AdTech, Agency, AI, DAIVID, Launch, MoodBoost