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©TNS 2012
Music: Playing With Emotions
How music matters and what brands can do to leverage
their communication with people
©TNS 2012
Music is a powerful influence of human emotion
2
Why music?
Music triggers activity in the part of the brain
tha...
©TNS 2012 3
…which can be classified into segments, using the TNS Needscope
music archetype model
Emotions that arise from...
©TNS 2012 4
But there’s a catch…
It’s critical that our brand positioning resonates with the music –
the emotions triggere...
©TNS 2012 5
It’s about measuring emotion, and we (TNS) can measure the
emotion and recommend the right fit for the brand a...
©TNS 2012 6
Where would the Samsung and Close Up Ads be
positioned?
©TNS 2012
Once we’ve made the right content, we need to go to
the appropriate channels / media
7
How big are these
activit...
©TNS 2012
Mobile Life 2013
8
43
countries
37,000
people
MOBILE COMMUNICATION | Mobile ownership and usage
DEVICE INTERPLAY...
©TNS 2012
Watch Live
TV Shows
43 20
28 24
5 50
Streaming video
(e.g. YouTube)
73 9
33 20
10 41
77 9
78 6
67 16
Listening
t...
©TNS 2012 10
In Summary…
Why music? Because music is a powerful influence of human emotion
It’s critical that our brand po...
©TNS 2012
Thank you!
Contact: Audrin.Navarro@tnsglobal.com
TNS Website: www.tnsglobal.com
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Music: Playing with Emotions

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Music: Playing with Emotions

  1. 1. ©TNS 2012 Music: Playing With Emotions How music matters and what brands can do to leverage their communication with people
  2. 2. ©TNS 2012 Music is a powerful influence of human emotion 2 Why music? Music triggers activity in the part of the brain that release the “pleasure chemical” dopamine during sex and eating Fact 1 Music activates the amygdala, the part of the brain involved in processing emotion and abstract decision making Fact 2
  3. 3. ©TNS 2012 3 …which can be classified into segments, using the TNS Needscope music archetype model Emotions that arise from music have multiple layers Needscope Video
  4. 4. ©TNS 2012 4 But there’s a catch… It’s critical that our brand positioning resonates with the music – the emotions triggered by the brand need to ‘fit’ with the emotions triggered by the music Samsung Video Close Up Video
  5. 5. ©TNS 2012 5 It’s about measuring emotion, and we (TNS) can measure the emotion and recommend the right fit for the brand and the music. So how do we know what is the right fit?
  6. 6. ©TNS 2012 6 Where would the Samsung and Close Up Ads be positioned?
  7. 7. ©TNS 2012 Once we’ve made the right content, we need to go to the appropriate channels / media 7 How big are these activities in Asia? What are their current engagement levels? How much potential and barriers do these activities have? Listening to music Streaming video (e.g. YouTube) Watch Live TV Shows
  8. 8. ©TNS 2012 Mobile Life 2013 8 43 countries 37,000 people MOBILE COMMUNICATION | Mobile ownership and usage DEVICE INTERPLAY | Technology device ownership / usage & role of mobile MOBILE ENVIRONMENT | Handset share, replacement, brand and operating system MOBILE USAGE | How consumers use their mobile devices
  9. 9. ©TNS 2012 Watch Live TV Shows 43 20 28 24 5 50 Streaming video (e.g. YouTube) 73 9 33 20 10 41 77 9 78 6 67 16 Listening to music 9 D1. Feature usage | D2. Interest in features Base: Mobile users – Indonesia 1226 Mobile Entertainment Currently using Would like to use SG CHN IND D1. Feature usage | D2. Interest in features Base: Mobile users – China 3094 D1. Feature usage | D2. Interest in features Base: Mobile users – Singapore 501
  10. 10. ©TNS 2012 10 In Summary… Why music? Because music is a powerful influence of human emotion It’s critical that our brand positioning resonates with the music – the emotions triggered by the brand need to ‘fit’ with the emotions triggered by the music There is a way to measure emotions that music invokes, and determine the right brand fit in our communication Once we have the right content / communication, we need to engage the right audience using the appropriate media
  11. 11. ©TNS 2012 Thank you! Contact: Audrin.Navarro@tnsglobal.com TNS Website: www.tnsglobal.com

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