Emotion-Driven Targeting with Data-Enriched Segments
Forbes Ukraine leveraged Wantent’s emotional AI and myGaru’s technology to launch creative campaigns precisely matched to audience segments built from anonymised telecom data, enabling emotion-driven personalisation and deterministic activation, without cookies and brand-side integrations with data vendors.
Name
Forbes Ukraine
Headquarters
Kyiv, Ukraine
Founded
2010
Industry
Business Media, Publishing (Magazine & Digital)
Digital Reach
~5 million monthly unique users
Challenge
Forbes Ukraine, one of the country’s leading business media brands, is actively expanding its event portfolio for the business community. For its campaigns, Forbes sought a more dynamic and data-driven approach to creative testing and audience targeting. To address this, the company partnered with Wantent, an AI company originally focused on measuring emotional reactions to video content for the media & entertainment industry. Wantent was scaling its attributional AI engine for the advertising sector, yet faced limitations due to the lack of granular and actionable audience data available to advertisers.
Solution
Wantent analysed emotional responses to Forbes’ proposed creatives using its emotional tests AI engine and a panel of real viewers. Based on these results, the most resonant creatives were selected and further optimised based on proposed instructions.
The AI-derived emotional attributes were then mapped to over 100 anonymised behavioural attributes from Ukrainian telecoms connected to myGaru’s data clean room. For each selected creative, Wantent constructed pre-matched multi-attribute audience segments using telecom data and added its own analyst markup to segment pricing. These segments were made ready for activation via Global Digital DSP, which is fully integrated with myGaru.
“Collaborating with Wantent and its technology partner, myGaru, enabled us to run tailored targeting campaigns with emotionally relevant creatives, without needing separate data integrations. This helped us significantly improve our marketing budget efficiency.”
Improved marketing spend efficiency
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