Agustin Echavarria Coll and Luis Barragüeexperts in the digital marketing industry with more than 20 years of experience having founded leading companies in the past, have presented smootha new disruptive initiative that begins to operate in Spain, Mexico and Brazil and then continues its expansion.
Smoot is presented on the market with the goal of revolutionizing programmatic media buying using generative artificial intelligence to achieve a very effective interpretation of content in text, videos and images and thus be able to identify the emotional context of the consumer. In addition to the emotional context, Smoot allows us to assess other variables as relevant as brand safety, brand values, and content affinity with respect to the campaign brief.
With the help of generative artificial intelligence, Smoot interprets the emotional context of the content that consumers are browsing in real time, which allows for much more precise and relevant segmentation for each brand.
Unlike current semantic contextual targeting, Smoot is capable of analyzing the news or video and capturing the emotional context using generative artificial intelligence, going one step further than keyword analysis and semantic matching.
Among the main benefits offered by this new technological solution, we can highlight:
- Potential reduction of “waste impressions” by more than 30%.
- Significant increase in viewability rate and consumer engagement.
- Obtain greater consumer attention thanks to non-invasive, high-impact formats.
- Connect with the consumer at the most appropriate emotional moment according to the values of the brand.
- Guarantee the privacy of users in a cookieless environment.
Thus, and by way of example, in the case of the automotive segment, Smoot can extract the emotional context and identify the “negative sentiment” associated with news about polluting emissions and climate change. In this way it is possible to do without impacting those users who show a negative attitude to reinforce those who value energy efficiency and environmental responsibility.
On the other hand, traditional semantic contextual analysis, by segmenting based on keywords, is not capable of identifying the different emotions behind them, and therefore does not offer a complete analysis of the emotional impact or concerns associated with the video, image or text. .
With smooth the programmatic media industry will undergo a very significant transformation by combining generative artificial intelligence and emotions for more effective segmentation and much more precise brand targeting, also ensuring a privacy-focused environment prioritizing the protection of user data .
For Agustin Echavarria CollFounder and Co-CEO at Smoot: “Our focus on performance, understanding the viewer’s emotional state, and our commitment to mindful marketing is what sets us apart and helps us improve key advertising metrics across video and other formats. By prioritizing emotions, we can create more effective campaigns that connect with consumers and improve performance across all metrics.”
In the words of Luis Barrague, Founder and Co-CEO at Smoot: “We proudly profess our commitment to conscious marketing, which guides all of our marketing activities and decisions. We believe that marketing should be effective, ethical, transparent, and socially and environmentally responsible. We recognize that consumers are increasingly looking for brands that align with their values and contribute to a more sustainable and responsible world. By embracing conscious marketing, we can create campaigns that connect with our customers, build trust and loyalty, and contribute to positive social and environmental outcomes.”.