Be Emotive
IAB Inspirational 2013
2005 Luca Bruno, 2013 Michael Sohn - AP

Challenge
Creative
?
+
Media
✓
=
ROI
!

“
11x
Emotional advertising
campaigns are more
effective and more
profitable than rational
campaigns - even in
'rational' categories…
”
Source: Gunn Report 2000-2008, IPA
more efficient
in market share
growth
The Gunn Report
Les Binet & Peter Field,
Marketing in the Era of
Accountability, 2007

Emotions?

1800s
Darwin
The Expression
of Emotions in
Man and
Animals

!
1960s
Ekman
Facial Action
Coding System
(FACS)

1800s
Emotions
1960s
Coding
2010s
Automated
Facial
Coding

Demo

Since 1956
Benchmark for
excellence in creative
36,000 entries
92 countries
15 categories
Internet film
chosen category
Comprehensive
judging
Submission > Shortlist >
Medals > Winners

Cannes Study
Gold 30
Silver 24
246
videos tested
Entered 96
Bronze 24
11k
people
Shortlisted 72
35k+
15m+
frames
viewings

Strongest Variables
Time the
peaks right
Make
women
happy at
the end
Don’t drop
the ball
Disgust
and
recover
Grow the
trend
Make
women
excited at
the end
Don’t start
with
confusion
Use
sadness
early

Make women happy at the end
SHORTLIST
Peak in
last third
(32%) of
the video
0:05
0:10
0:15
0:20
Female
Male
0:25
0:30
0:35

Don’t drop the ball
NOTHING
Avoid low
happiness after
first third of
the video
0:05
0:10
Happy
0:15
0:20
0:25

Disgust and recover
GOLD
The bigger
the range of
disgust the
better
0:10
0:20
Disgusted
0:30
0:40
0:50
1:00
1:10
1:20

Use sadness early
GOLD
Sadness at the
beginning is good
if it resolves in
the end
Sad
0:05
0:10
0:15
0:20
0:25

Don’t start with confusion
NOTHING
Don't confuse
people in the
first third of
the video
Confused
0:05
0:10
0:15
0:20
0:25

Leave women excited at the end
BRONZE
The higher the
engagement in
70-85% of the
video the better
Female
Male
0:05
0:10
0:15
0:20
0:25

Grow the trend
Happy aggregated trendlines
0.14
Bronze/Silver
Gold
0.13
Shortlisted
0.12
Nothing
0.11
0.10
Steeper slope
=
Better outcome
0.09
0.08
0.0
0.2
0.4
0.6
Relative time
0.8
1.0

Time the peaks right
End 0.8
Max Happy
0.7
0.6
0.5
0.4
0.3
Min Happy
Start 0.2
NOTHING
MEDAL
SHORTLIST
GOLD

Can we predict Cannes in future?
YES
shortlist with
75% accuracy!
AUC
0.8
0.75
0.7
0.66
0.63
0.6
In the future,
medals will need
more data to get
a solid prediction
model
0.5
MEDAL
SHORTLIST
GOLD

Strongest Variables
Time the
peaks right
Make
women
happy at
the end
Don’t drop
the ball
Disgust
and
recover
Grow the
trend
Make
women
excited at
the end
Don’t start
with
confusion
Use
sadness
early

Strongest Variables
Time the
peaks right
Make
women
happy at
the end
Don’t drop
the ball
Disgust
and
recover
Grow the
trend
Make
women
excited at
the end
Don’t start
with
confusion
Use
sadness
early

Impact
EmotionAll®
Kahneman’s Peak-End
Engagement
Connect via emotions
Attraction
Hook in 8 seconds
Retention
Keep the audience

Minimal
negative
emotions
throughout
Confusion is
dominant
emotion for first
45 secs, lowering
attraction
Happiness
spikes and
dominates
throughout
Happiness drops,
but video ends
with peak, leaving
viewers with
strong impact

So Real it’s Scary
Emotional
Impact
This video has very good
overall performance.
Better than 95% of videos.

In-depth analysis
Emotional
Impact
Female
79.4%
Male
79.5%
Age
Income
Competitor
Countries

Conclusions
Top
5%
A
Confusion in the first
45 seconds lowers
attraction. Happiness
spikes and dominates
throughout.
B
Compared with
video A, LG leaves
viewers with a
higher impact.
~
• 18-34
• Single, divorced,
separated.
• Low or very low
income.

Learning
Get attention with a strong spike of
surprise and happiness in the first eight
seconds. Avoid confusion.
Prevent drops and end
with a spike for the
strongest impact.
€
Ending with an engagement
spike benefits the syndication
strategy of publishers with
higher play-to-end rates.
Syndicate to relevant
audiences with the
highest engagement.
Activate the video
across UK and US
audiences

30” to 2’
content length
4200+
3
markets
(ES, US & AU)
11
pieces of
content
panel

Top
Objectives
Trailer
?
Episode

Trailer – Morocco
Overall score

Episode 1 - Morocco
Overall score

Trailer vs Episode
Episodes
Trailers

Trailer vs Episode
Morocco Episode 1
Impact score
CTR
Social Actions
7
(per 1000 views)
5
17%
2x
8.5%
0.9
3x
0.3
28
6x
5
(per 1000 views)
Content Actions
Morocco Trailer

Standard vs Exceptional
Roulette
Cambodia Episode 1
Impact score
9
Click to play
7.76%
2x
3.66%
73 %
3x
26%
10x
1.1
Average view through
Social Actions
(per 1000 views)
12.9
7

Other Observations : VTR
Cambodia Episode 1
US
Roulette US
VTR
Engagement
Engagement
Higher
engagement
=
more viewers
watching though
the video
VTR

Other Observation: Branding
Morocco Episode 2
Engagement
Engagement
Roulette US
Integrate brand
and call to actions
in the story to
leave viewers with
strongest impact

Winners
9
8
7
Roulette AUS
Roulette US
Cambodia Ep 1 and Morocco Ep 1/2
7

Learnings
Get attention with a strong spike of surprise
and happiness in the first eight seconds in
order to achieve higher view through rate.
Prevent drops and end
with a spike for the
strongest impact.
<
Episodic content delivers
higher emotional
response as well as times
higher campaign
performance
• 18-34
• US and AUS
• Widowed, separated,
domestic partnership
• High and very high
income

Campaign
Campaign
Data Set
Data Set
Emotional

Campaign
Data
Brand Lift
Research
Audience
Campaign
Data Set
Social
Engagement
Emotional

Emotional
Impact
15” to 5’
content length
20+
categories
30+
countries
1,000+
videos tested

Consumers love emotional content...
3x
higher average
view to end %
8x
higher click
through rate
20x
better in
converting views
into social
actions
Source: Be On research
100x
Quicker in
attracting
viewers

...and it also creates ROI
8%Brand
increase in
Recommendation
7%
increase in
Purchase Intent
14%
increase in Brand
Favourability

Impact Model
Creative
Attraction
Retention
Engagement
Impact
Create
+
Media
Syndication
Optimisation
Sharing
Syndicate
=
ROI
Brand Favourability
Purchase Intent
Brand Awareness
Measure