AI Analysis of Nintendo Switch UK Ad Webpage: Negative and Sad

  • AI sentiment analysis attributed negative sentiment to the term ‘Nintendo’ based off a relevancy of 94%
  • Whereas ‘smart device’ was judged to have a positive sentiment
  • The top three emotions found on the product launch page were: joy (58.34%), fear (44.56%) and sadness (45.54%)

London: Following the launch of the Nintendo Switch console, native advertising pioneers ADYOULIKE completed a sentiment analysis of the product launch page using an advanced artificial intelligence (AI) tool. The ADYOULIKE Native Words AI is used to improve the targeting of native advertising across premium publishers.

It works by performing analysis of content, breaking it down as a relevancy percentage on keywords, entities, Internet Advertising Bureau (IAB) categories and also sentiment of the page, whether it’s positive, negative or neutral. It also looks at the emotions expressed on a page.

It found on the Nintendo launch page:

  • Negative sentiment toward ‘Nintendo’ based off a relevancy of 94%
  • ‘Europe’ was judged to have negative sentiment at 37% relevancy
  • Meanwhile, ‘smart device’ was found to have positive sentiment, with a 33% relevancy to the page

The main emotions found within the document were:

  • Joy – 58.34%
  • Sadness – 45.54%
  • Fear – 44.56%
  • Anger  – 16.01%
  • Disgust – 9.63%

Dale Lovell, UK MD at ADYOULIKE said of the analysis: “Our WORDS AI-driven technology, was able to analyse the full UK-product launch page in just a few seconds to reveal the underlying emotions and sentiments associated with Nintendo’s latest console.”

“It was interesting to see that in the context of the page the term ‘Nintendo’ was deemed to have a negative sentiment, in addition to this the top emotions expressed on the page were ‘joy, ‘sadness’ and ‘fear’. This may be a reflection of the lingering sentiment from the struggles the last Nintendo product, the Wii U, had.”

The ADYOULIKE Native Words AI works via IBM Watson. ADYOULIKE, in a world first, integrated IBM Watson into it’s DNA native advertising platform to enhance semantic targeting for native advertising last year. It forms an integral part of the ADYOULIKE DNA platform, an innovative in-feed native advertising technology.

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About Dale Lovell

Dale is UK Managing Director and Chief Digital Officer at ADYOULIKE, a worldwide leader in native advertising. He has worked in journalism, digital publishing, content strategy and creative content marketing for over 15 years. Prior to ADYOULIKE, Dale was co-founder of Content Amp, a content distribution service that he helped to build from scratch which then merged with ADYOULIKE in March 2014. In 2015 he was listed as a BIMA Hot 100, and Dale also sits on the The Internet Advertising Bureau (IAB) UK’s content & native advertising council.


ADYOULIKE is an advertising technology business specialising in native advertising. Launched in 2011, it is recognised as a pioneer in creating advertising experiences for users that mirror the websites they are visiting. Using its own native supply-side platform

(SSP) and native technology platform, the company enables brands to scale native advertising campaigns across premium and niche publishers, while publishers benefit from access to ADYOULIKE’S marketplace.

In November 2016, ADYOULIKE launched the world’s first semantic targeting capability for native advertising by integrating IBM’s ground-breaking Watson artificial intelligence software with the ADYOULIKE platform. It is now, for the very first time, being used to create better semantic targeting for native advertising.

The fast-growing firm is now operating in more than 18 countries, has 65 employees and received series B funding in October of this year to underwrite its continued international growth. Accolades for ADYOULIKE include: BPI France Excellence, Pass French Tech, The Everline Future 50 and The BIMA Hot 100.  ADYOULIKE is a member of the IAB in the UK, US and Europe.