Photo credit: arstechnica.com
ZenVision, a new initiative by Zenapse, aims to categorize LG TV viewers into finely-tuned market segments. An LG representative shared with StreamTV Insider that these segments might include classifications such as “goal-driven achievers,” “social connectors,” and “emotionally engaged planners.” For further insights, Zenapse’s website lists additional segments like “digital adopters,” “wellness seekers,” “environmentally conscious individuals,” and “financially focused audiences.”
This sophisticated approach allows companies advertising on LG TVs to target viewers based on these specific ZenVision-defined segments, enabling them to present what Zenapse describes as “emotionally intelligent ads.”
The method of targeted advertising seeks to provide advertisers with a more comprehensive understanding of television audiences, surpassing traditional demographic statistics and contextual advertising methods—which place ads based on the current content viewed—through the implementation of psychographic data. While demographic data includes aspects such as location, age, gender, ethnic background, marital status, and income, psychographic data aims to penetrate deeper, enabling advertisers to reach viewers based on psychological factors like beliefs, values, and attitudes. Salesforce elaborates that “psychographic segmentation delves deeper into their psyche” rather than solely depending on who viewers are.
According to ZenVision’s platform, “As viewers engage with content, our understanding of the consumer deepens, and our segmentation continually adapts to refine predictions.”
Emotional Engagement in Advertising
This collaboration between LG and Zenapse arrives at a time when advertisers are increasingly challenged to connect emotionally with TV audiences. A notable example is Google’s attempt to appeal to parents with the controversial Dear Sydney ad, which aired during the 2024 Summer Olympics. The effort to promote their Gemini product backfired, ultimately leading to significant viewer backlash and the ad’s removal.
Moreover, this partnership reflects a broader trend among television operating system providers striving to innovate and bolster their advertising revenues while encouraging more interactive shopping experiences through smart TVs.
Source
arstechnica.com