Leading CTV publisher, Future Today, is implementing a new frontier in audience measurement – feelings!
Denver, CO – MAY 8, 2025 – Sleeping Giant Labs, an emotionally intelligent brand platform offering tools to design and execute emotionally resonant, data-driven marketing strategies, announced today the launch of its breakthrough measurement service, the Brand Emotional Lift (BEL). Leading CTV publisher Future Today, home to premier CTV channels including Fawesome and HappyKids, has partnered with Sleeping Giant Labs to successfully measure a variety of emotional sentiments across several CTV ad campaigns.
The BEL offers the next evolution in advertising measurement by going beyond awareness, sentiment, and recall to capture and understand how viewers feel when they watch an ad. With four years of research behind it, the BEL blends traditional brand lift metrics with proprietary emotional data and brand benchmarking. This combination helps marketers measure resonance, provides actionable insights such as content and media direction, and identifies those most likely to convert based on their emotional and traditional brand lift responses, including purchase intent triggered by an ad.
“TV and video ads are powered by sight, sound, and motion, but until now, brands lacked the tools to measure one of the most important perspectives – how these elements make people feel,” said Gary Moskoff, President and Managing Analyst at Sleeping Giant Labs. “The BEL changes that by finding and engaging with the audience that feels the strongest emotional connection to a brand’s message to drive a stronger campaign ROI. Our team and partners are thrilled to be rolling out this new way to increase advertising performance, and we’re encouraged by the feedback we’ve received so far.”
The first campaign using the BEL launched on Future Today’s CTV platform in Q1, and measured viewers’ emotional response based on 64 emotional characteristics, along with their Joy and Trust Meters and more traditional brand lift metrics such as purchase intent, delivering deep attitudinal insights for the streaming services, the advertising campaigns messaging and their target audience.
“Future Today was interested in learning how emotions factor into one’s experience when watching quality, free, ad-supported, premium, long-form content. Future Today’s programming and advertising business was built on the premise that people and families are happier when they can enjoy free, high-quality entertainment. Sleeping Giants’ ability to measure emotions provided a deeper, seamless mechanism to gain another level of important emotional insights,” said Vikrant Mathur, Co-Founder of Future Today. “In our HappyKids campaign, we saw that 73% of viewers experienced Joy during exposure, confirming what we believed but had never been able to measure before, validating that parents experience joyful moments when watching HappyKids. Articulating the benefits of a brand’s message, whether ‘joy’ is high or low, should factor into its creative allocation. The deeper level of data-driven insights from the BEL provides new ways for our advertising partners to think about and optimize their creative messaging while maximizing its ROAS.”
What does the BEL deliver for Brands, Agencies, & Publishers?
– Quantifies emotional responses to creative work, including subconscious reactions.
– Measures how viewers feel about a brand pre- and post-exposure.
– Identifies and targets those most likely to convert based on their emotional alignment and traditional brand metrics, such as purchase intent with an ad.
– Benchmark emotional performance against competitors.
– Tracks traditional KPIs and brand lift metrics. (awareness, favorability, consideration, purchase intent, etc.)
– Delivers personas for smarter, precision-targeted ad campaigns. By targeting those who loved an ad the most and who are most willing to convert, the overall campaign ROI.
– Directly measure the effectiveness of a campaign to engage consumers.
“With the launch of Future Today’s CTV Marketplace, we’re thrilled to be working with a versatile, cutting-edge measurement solution in Sleeping Giant Labs,” said Tim Ware, VP of Future Today Marketplace. “As brands begin to harness the full potential of CTV advertising, understanding how a viewer feels emotionally towards the advertising campaign’s creative and the programming they are watching, is now possible.”
For more information about Sleeping Giant Labs and their Brand Emotional Lift service, please visit https://sleepinggiantlabs.com/sglabs-brand-lift/.
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About Sleeping Giant Labs
Sleeping Giant Labs (SGLabs) is a research-driven emotional intelligence marketing platform that helps brands create meaningful connections with their most important audiences. With over 5 billion data points and 4.7 million personas built around its proprietary Consumer Emotional Index (CEI) platform, the company empowers brands to design and execute psychology- and data-driven strategies and ad campaigns. SGLabs powers emotionally resonant marketing strategies for its clients. Over the years, their clients have included companies such as Intel, AT&T, Spyder, and the University of Colorado. Learn more: https://sleepinggiantlabs.com.
About Future Today
Future Today is a leader in ad-supported streaming, powering top AVOD brands, including HappyKids, FawesomeTV, and FilmRise. With a vast library of premium content and powerful CTV distribution, Future Today offers brands the scale, safety, and engagement of connected TV at its best. Learn more: https://futuretodayinc.com
Media Contact:
Marely Arias
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marely@carvecomms.com
https://www.openpr.com/news/4006397/sleeping-giant-labs-launches-a-ctv-first-emotional-ad-campaign