By The Walt Disney Company is reportedly beta-testing a new artificial intelligence-powered advertising tool dubbed ‘Magic Words’ for its Disney+ and Hulu platforms, according to Reuters.
Unlike traditional advertising by demographic, the ad tool uses A.I. and machine learning to analyze Disney’s content library. It can reportedly identify the content, brands, images and mood within each scene.
The information will be stored as metadata that can be later utilized by brands to play personalized commercials that can fit the mood of specific scenes within a movie or television series.
It’s a whole new form of contextual advertising allowing brands to target specific audiences and connect with the “emotions of the consumer”.
Currently, the new advertising tool is in beta testing with six advertising companies – Omnicom (OMC), Group M, Dentsu (DNTUF), Horizon Media, IPG Mediabrands (IPG) and Publicis Media (PUBGY).
The new system was first demonstrated at CES in Las Vegas last month.
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