Data strongly emphasizes how emotional connections significantly impact customer loyalty and advocacy; as per a 2019 survey conducted by Motista, customers who share an emotional bond with a brand exhibit a threefold increase in lifetime value and a 71% higher likelihood of recommending that brand to others. Similarly, Kantar found a strong correlation between enjoying the music in an ad and having a stronger emotional connection, with a 63-point difference in the average ‘feel-good’ factor between those who liked the music the most and those who didn’t.
With all research pointing to an intimate connection between music and listener engagement, AdsWizz aimed to disrupt the norm with a new feature update: Mood Targeting, the first of many contextual targeting capabilities to debut in 2024. This recently launched capability is set to shake things up for advertisers, agencies, and publishers alike, pumping up their mood to elevate campaigns.
So, What is Mood Targeting?
It’s all about creating memorable ad experiences that boost campaign results! This game-changing feature allows brands to better connect with audiences by reaching them while listening to music that matches the mood of the song they are listening to. Ads placed between songs can leverage the mood of the music to deliver more relevant messaging and, in turn, create a more emotionally resonant and contextually relevant advertising experience for listeners.
Cultivating emotional connections with listeners can also coexist with protecting online users’ privacy. The contemporary advertising landscape is undergoing a notable transformation, marked by growing governmental regulations and platform constraints to preserve online users’ privacy. Adapting perspectives on targeting and context represents a crucial approach for advertisers to stay relevant while upholding privacy standards in this evolving environment. Through Mood Targeting, advertisers can connect with the most relevant audiences using privacy-conscious contextual signals.
The Benefits of Mood Targeting
- Increased Relevance – Tailor your message to fit the context and make your campaign more effective.
- Wide Reach – Access the AdsWizz library of over 60 million songs categorized into nine Mood segments to connect with the right audience.
- Accurate Reporting – Evaluate your campaign’s performance based on the Mood segments you target to make informed decisions.
- Future-Proof Targeting – Reach your ideal audience using privacy-friendly signals.
What’s the Secret Behind Mood Targeting?
It all starts with a machine learning algorithm that meticulously evaluates various elements of each song, including its harmony, rhythm, sound, and more, to determine the presence or absence of specific moods. Next, a dedicated team of music analysts reviews and validates the initial automated categorizations, further refining the associations made by the algorithm.
Only those songs that receive at least one mood assignment, whether through the automated or human-led process, are incorporated into the AdsWizz Mood Targeting capabilities, enabling assigned songs to have the most accurate mood, creating a nuanced and compelling advertising experience for brands.
Depending on the nature of their integration with the AdsWizz platform, advertisers and publishers can explore the specific requirements for making their music inventory available for Mood Targeting, tailoring their campaigns to connect with audiences based on their targeted mood segments.
A Variety of Moods Available
Having a diverse range of available Mood segments such as Angsty, Chill, Energetic, Focused, Happy, Soothing, Love, Celebratory, and Relaxed is crucial for advertisers because it allows them to fine-tune their messaging to align with the emotional states of their target listeners. Whether aiming to uplift spirits, induce relaxation, or evoke a sense of celebration, having this array of Mood segments leads to a stronger connection with the audience.
Advertisers can incorporate Mood segments into forecasts to improve campaign planning precision to help secure an adequate inventory volume tailored to specific segments to target.
Engaging with Sensitivity
Advertisers can establish a more profound and positive rapport by acknowledging and harmonizing with the emotional states of their audience. However, it’s crucial to maintain a subtle equilibrium, engaging with consideration for their emotions without overstepping boundaries or capitalizing on their feelings. Honoring the emotional context of the consumer not only amplifies the ad’s pertinence but fosters trust and goodwill.
Transform Your Audio Advertising Strategy with Mood Targeting
- If you are an AdsWizz advertiser partner using AudioMatic and want to learn more about Mood Targeting, please click here.
- If you are an AdsWizz publisher partner using AudioServe and want to learn more about Mood Targeting, please click here.
- If you are not an AdsWizz partner and would like to get in touch with us, please visit the Contact Us page.
by Ericka Mendez, Product Manager, Ad Targeting, AdsWizz and SXM Media
