Moods aims to group music videos by the emotion to boost advertising.

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Vevo has launched Moods, an AI tool to curate its library of music videos. 

The technology aims to group the videos by the emotion they represent, to help the company with making ad-targeting more effective.

Advertisers will be able to place campaigns in videos that reflect the mood of their promotion, for example in a a heartfelt music video playlist ahead of Valentine’s Day or Mother’s Day. This is expected to help ad recall and brand favourability by creating a more memorable experience.

Moods was created by Vevo with music data company Musixmatch, who assisted scoring and labeling videos based on their energy and tone. Then, a propietary model built by Musixmatch assigns a mood to each Vevo video’s metadata tag for contextual targeting.

Currently fun, heartfelt, impassioned or empowering moods are available, with further options being developed for future rollout.

Kevin McGurn, president of sales and distribution, Vevo, said: “With Moods, we can not only curate Vevo programming to better match a person’s mood, but we can also directly ensure advertisers that their campaigns are more meaningful and impactful in the same way that we guarantee a high-quality, brand-safe environment.

“Therefore, it’s the logical step that we have synergy between the ad creative and the mood it evokes with the music video it surrounds.”

Eyal Golshani, senior director, data science, Vevo, added: “With our innovative data-based capabilities, Vevo can better understand our viewers, and their frame of mind while viewing, to deliver the best music video experience. Simultaneously, by developing new offerings like Moods, we continue to add value to artists and advertisers alike, helping them achieve their respective goals through data science.”