1、GAME ONHow to Use Emotion to Drive Advertising Impact in SportsWE KNOW SPORTS BRING BOTH THE ATTENTION AND THE AUDIENCE Source:TVision CTV&TV Trends Year In Review December 2023Attention to Visible Index:Measures how attentive viewers are while in the room.100 is the benchmark for linear TV.Read

2、 as:Viewers pay more visual attention to ads in sports than non-sports.Visual ad attention over indexes by 10.3%compared to non-sports.Viewers are also more likely to be co-viewing-69%of the time during sports content vs.54%of the time during non-sports content.2CO-VIEWING RATEAD ATTENTION TO VISIBL

3、E INDEX102.254.0%69.7%Live Sports Non-Sports96.2+10.3%3MOODSMOMENTSHOW CAN BRANDSCONNECT TO THEIN SPORTS TO DRIVE IMPACTAND4DISNEY MAGIC WORDSUsing technology and data to help advertisers connect with key moments and emotions in premium contentBrands can reach the right audience at the right moment,

4、effectively harnessing relevancy and emotion for impactCREATIVE OPTIMIZATIONThe tech then analyzes scenes and serves up relevant ads,helping advertisers place the right creative soon after the most impactful momentsTAXONOMY IDENTIFICATION AND METADATA TAGGINGDisneys data scientists run Video AI mode

5、ls to determine the object,dialogue,locations,moods/emotions,etc.of each scene;and then roll them into Magic Words taxonomy2-PRONGED METHODOLOGY5VISUAL ATTENTION TRACKINGAD EFFECTIVENESS TESTINGLeveraged TVision data+ESPNs second by second“probability win%”to understandAttention to ads in sports con

6、tent after exciting momentsControlled testing of ads in sports to quantify The impact on brand metrics when ads are aligned to specific scenes and emotions during sporting eventsWHATHOWProgramming and ads captured via ACR(automatic content recognition)Attention measured using computer vision algorit