Artificial intelligence is generating new interactive data signals from creative content that enable moment-based messaging, fundamentally changing how brands reach audiences beyond traditional television daypart structures.
“I think if you can provide signals based on moments, and that’s what AI is going to do in creative and content, you can have more powerful dynamic messaging,” Jay Wolff, CRO at Kerv Interactive, told Beet.TV contributor David Kaplan during Advertising Week New York. “Prime time is you time.”
This shift from scheduled dayparts to individualized moments represents the convergence of brand and performance marketing through AI-powered content analysis that identifies thousands of objects and contextual signals within seconds.
The peanut butter cup theory
Brand and performance strategies should merge rather than operate in silos, creating combined value that exceeds what each approach delivers independently.
“Chocolate and peanut butter are good on their own, but when you put them together, you get a peanut butter cup,” Wolff said. “Sometimes when you combine something, it’s better than what the separate entity is.”
This integration becomes increasingly viable through AI, automation, and new tools that enable performance outcomes from brand media rather than treating upper-funnel and lower-funnel tactics as distinct disciplines requiring separate execution.
New signals
AI generates what Kerv calls “interactive data” by analyzing creative content to identify touchpoints and signals that provide deeper audience understanding and move consumers through the funnel.
“What AI is helping produce are new signals. We call it interactive data,” Wolff said. “Interactive data can really move the funnel because you get more touch points and more signals to actually understand audiences in a much more in depth way.”
These signals include creative AI insights, contextual metadata, and AI-generated metadata that make the industry smarter about how creative elements influence consumer behavior and purchase decisions.
Creative becomes actionable
Traditional creative aimed to inspire consumer action through calls-to-action and phone numbers, but modern approaches require deeper engagement mechanisms enabled by AI’s ability to synthesize content and identify interaction opportunities.
“With AI understanding elements and signals through creative, we can then produce new touch points, new interactive touchpoints, new contextual touchpoint, more brand safe touchpoint,” Wolff said.
Kerv’s analysis of a Real Housewives episode for NBC identified thousands of objects within seconds while understanding scene-level context, enabling correlations between content elements and purchasing behavior or other actions.
Measurable brand-performance lift
Combining brand and performance approaches through AI-powered creative analysis produces measurable improvements in brand studies, key performance indicators, and overall campaign lift.
“AI is going to make creative and upper funnel content a lot more streamlined. We’re seeing it and we’re seeing the results from it,” Wolff said. “The brand studies we’re doing, the KPIs, the data that comes out of it, the lift is really where it’s at when you can combine both.”
This data validates the peanut butter cup theory by demonstrating that integrated approaches outperform siloed brand or performance tactics operating independently.
Moment-based dynamic messaging
The future of advertising shifts from scheduled daypart targeting to moment-based dynamic messaging that responds to individual consumer contexts rather than broadcast timeframes.
“Dynamic messaging is based on those signals, and creative that is input into a linear show or an NFL game. ‘Context based on content’ — I think that is the future,” Wolff said.
This evolution changes traditional television concepts like fringe, prime, and weekend dayparts into individualized “you time” where brands reach audiences based on personal moments identified through creative AI and automation signals.
“I believe the world of creative and moments marketing and consumer interaction, that’s all going to change,” Wolff said. “There’s a journey and there are different signals that we’re going to see come out of it.”
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