With all this information, ZenVision will group LG TV viewers into highly specified market segments, such as “goal-driven achievers,” “social connectors,” or “emotionally engaged planners,” an LG spokesperson told StreamTV Insider. Zenapse’s website for ZenVision points to other potential market segments, including “digital adopters,” “wellness seekers,” “positive impact & environment,” and “money matters.”

Companies paying to advertise on LG TVs can then target viewers based on the ZenVision-specified market segments and deliver an “emotionally intelligent ad,” as Zenapse’s website puts it.

This type of targeted advertising aims to bring advertisers more in-depth information about TV viewers than demographic data or even contextual advertising (which shows ads based on what the viewer is watching) via psychographic data. Demographic data gives advertisers viewer information, like location, age, gender, ethnicity, marital status, and income. Psychographic data is supposed to go deeper and allow advertisers to target people based on so-called psychological factors, like personal beliefs, values, and attitudes. As Salesforce explains, “psychographic segmentation delves deeper into their psyche” than relying on demographic data.

“As viewers engage with content, ZenVision’s understanding of a consumer grows deeper, and our… segmentation continually evolves to optimize predictions,” the ZenVision website says.

Getting emotional

LG’s partnership comes as advertisers struggle to appeal to TV viewers’ emotions. Google, for example, attempted to tug at parents’ heartstrings with the now-infamous Dear Sydney ad aired during the 2024 Summer Olympics. Looking to push Gemini, Google hit all the wrong chords with parents, and, after much backlash, pulled the ad.

The partnership also comes as TV OS operators seek new ways to use smart TVs to grow their own advertising businesses and to get people to use TVs to buy stuff.