IAB NewFronts: How emotional context is transforming CTV advertising performance

At this year’s IAB NewFronts, I had the chance to speak with a packed room of brand leaders, buyers, and agencies about one simple but powerful idea: audience targeting alone overlooks TV’s greatest strength — its ability to connect emotionally with viewers.. To really move the needle, we need to think about how to place ads within the right emotional context.

It’s not just who you reach — it’s when.

And that “when” isn’t just about the clock. It’s about what the viewer is feeling the moment your ad shows up. I shared a side-by-side clip showing how the same funny Liquid Death ad lands during a war scene versus a light, feel-good moment. The difference? Instantly clear — and deeply felt.

See for yourself.

CTV is built for emotion.

TV’s magic lies in its stories. When viewers are already engaged — laughing, tearing up, on the edge of their seat — they’re emotionally tuned in. That’s your window to connect in a way that sticks.

And it drives real results.

PMG tapped into this by syncing ads for a Quick Service Restaurant with scenes that sparked hunger and craving. The outcome?

• 48% lift in sales
• 40% increase in store visits

The takeaway: Emotional alignment isn’t just good storytelling — it drives outcomes..

That’s what Wurl makes possible.

With BrandDiscovery, we use generative AI to break down CTV content scene by scene — not just by genre, but by the emotions each moment evokes. Then we match ad delivery to the mood. It’s real-time contextual intelligence designed to scale across over 95 billion CTV impressions per month — with zero data fees and compatibility across SSPs and DSPs.

CTV is built for stories — so let’s make the ads part of them.

When ads feel like a natural part of the moment, everyone wins. That’s the kind of CTV experience we’re building at Wurl — and that’s what clearly resonated in the NewFronts room.

Thanks to everyone who joined the session and stuck around to chat. If you’re curious how emotional targeting could elevate your next campaign, let’s talk.