• by Laurie Sullivan , April 15, 2025

LG Ad Solutions has teamed up with technology company Zenapse to focus on audience emotions and motivators so advertisers can deliver precisely targeted messages in connected TV (CTV) ads.

The deal leverages Zenapse’s AI-powered Large Emotion Model built to understand emotional and psychological drivers to help advertisers increase engagement, personalization, and campaign performance.

By understanding emotional intelligence, marketers can “supercharge campaigns and customer experiences, leading to better retention, customer acquisition, engagement, sales, and higher conversions,” Zenapse's founder and CEO Matthew Bernardini wrote in an email to MediaPost.

The collaboration will enable the development of new CTV ad products that integrate emotional intelligence to deliver meaningful and measurable brand experiences across 200 million LG Smart TVs globally.

LG will integrate the LEM into its CTV ad offering as part of a multiyear licensing partnership with LG Ad Solutions Innovation Labs.

It does this by combining LG’s scale and CTV expertise with Zenapse’s emotional AI and psychographic targeting. The companies aim to redefine viewer engagement, personalization, and campaign performance.

In a world where traditional demographics fall short, emotional intelligence is redefining personalization and targeting marketers and advertisers. CTV is a growing segment, with 90% of households having adopted streaming platforms — more than 2x 40% who have cable subscriptions.

Zenapse already works with brands like Comcast, Sam’s Club, and Aeropostale, helping brands improve conversion rates of digital brand experiences between 40% and 400%.

Traditional marketing tools rely heavily on demographic or behavioral data such as age, income, and zip code, to categorize consumers into broad segments.

“While this type of data has its uses, 95% of purchase decisions are driven by emotions, which these data points fail to capture,” Bernardini wrote.