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Mood music: Vevo launches emotion-based AI tool to create new contextual ad targeting capabilities

Global 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.

Working directly with artists, Vevo provides fans access to a huge music video catalog, which includes official label releases and Vevo-produced content, in an ad-supported environment across various platforms on desktop, mobile and TV.

Now, Vevo has collaborated with leading 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.

Kevin McGurn, president of sales and distribution, Vevo, said: “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. 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.”

Eyal Golshani, senior director, data science, Vevo believes that aligning ad creative with relevant content creates a positive and memorable ad experience for consumers, in turn, boosting their ad recall and brand favorability. “Our moods affect everything that we do, including the content we consume and the ads we engage with. 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.”

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.