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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...
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
...
Cannes Study
Gold 30
Silver 24

246

videos tested
Entered 96

Bronze 24

11k
people

Shortlisted 72

35k+
15m+
frames

vi...
Strongest Variables
Time the
peaks right

Make
women
happy at
the end

Don’t drop
the ball

Disgust
and
recover

Grow the
...
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

...
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
...
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

...
Leave women excited at the end
BRONZE
The higher the
engagement in
70-85% of the
video the better

Female

Male

0:05

0:1...
Grow the trend
Happy aggregated trendlines
0.14
Bronze/Silver
Gold

0.13

Shortlisted

0.12

Nothing

0.11
0.10

Steeper s...
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,
medal...
Strongest Variables
Time the
peaks right

Make
women
happy at
the end

Don’t drop
the ball

Disgust
and
recover

Grow the
...
Strongest Variables
Time the
peaks right

Make
women
happy at
the end

Don’t drop
the ball

Disgust
and
recover

Grow the
...
Impact

EmotionAll®

Kahneman’s Peak-End

Engagement
Connect via emotions

Attraction
Hook in 8 seconds

Retention
Keep th...
Minimal
negative
emotions
throughout

Confusion is
dominant
emotion for first
45 secs, lowering
attraction

Happiness
spik...
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...
Learning

Get attention with a strong spike of
surprise and happiness in the first eight
seconds. Avoid confusion.

Preven...
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...
Standard vs Exceptional
Roulette

Cambodia Episode 1

Impact score

9

Click to play

7.76%

2x

3.66%

73 %

3x

26%

10x...
Other Observations : VTR
Cambodia Episode 1
US

Roulette US
VTR

Engagement
Engagement

Higher
engagement
=
more viewers
w...
Other Observation: Branding
Morocco Episode 2

Engagement

Engagement

Roulette US

Integrate brand
and call to actions
in...
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 high...
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
conve...
...and it also creates ROI

8%Brand
increase in
Recommendation

7%

increase in
Purchase Intent

14%
increase in Brand
Fav...
Impact Model

Creative
Attraction
Retention
Engagement
Impact

Create

+

Media
Syndication
Optimisation
Sharing

Syndicat...
IAB Inspirational 2013 - Be Emotive: How to cut through and truly connect with your audiences.
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IAB Inspirational 2013 - Be Emotive: How to cut through and truly connect with your audiences.

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Published on

Emotions are powerful drivers of human behaviour and crucial for great branding and communications.
Through case study, we'll demonstrate how to use emotional measurement to evaluate and effectively optimise branded entertainment, find out what connects with the audience and how to use this knowledge to make the most of online video campaigns.

Mihkel Jäätma - Managing Director, Realeyes
Sander Saar - Product Manager, AOL

More information on the event here: http://www.inspirationalfestival.com/

Published in: Technology, Travel, Business
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IAB Inspirational 2013 - Be Emotive: How to cut through and truly connect with your audiences.

  1. 1. Be Emotive IAB Inspirational 2013 2005 Luca Bruno, 2013 Michael Sohn - AP
  2. 2. Challenge Creative ? + Media ✓ = ROI !
  3. 3. “ 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
  4. 4. Emotions?
  5. 5. 1800s Darwin The Expression of Emotions in Man and Animals
  6. 6. ! 1960s Ekman Facial Action Coding System (FACS)
  7. 7. 1800s Emotions 1960s Coding 2010s Automated Facial Coding
  8. 8. Demo
  9. 9. Since 1956 Benchmark for excellence in creative 36,000 entries 92 countries 15 categories Internet film chosen category Comprehensive judging Submission > Shortlist > Medals > Winners
  10. 10. Cannes Study Gold 30 Silver 24 246 videos tested Entered 96 Bronze 24 11k people Shortlisted 72 35k+ 15m+ frames viewings
  11. 11. 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
  12. 12. 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
  13. 13. 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
  14. 14. 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
  15. 15. 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
  16. 16. 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
  17. 17. 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
  18. 18. 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
  19. 19. 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
  20. 20. 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
  21. 21. 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
  22. 22. 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
  23. 23. Impact EmotionAll® Kahneman’s Peak-End Engagement Connect via emotions Attraction Hook in 8 seconds Retention Keep the audience
  24. 24. 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
  25. 25. So Real it’s Scary Emotional Impact This video has very good overall performance. Better than 95% of videos.
  26. 26. In-depth analysis Emotional Impact Female 79.4% Male 79.5% Age Income Competitor Countries
  27. 27. 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.
  28. 28. 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
  29. 29. 30” to 2’ content length 4200+ 3 markets (ES, US & AU) 11 pieces of content panel
  30. 30. Top Objectives Trailer ? Episode
  31. 31. Trailer – Morocco Overall score
  32. 32. Episode 1 - Morocco Overall score
  33. 33. Trailer vs Episode Episodes Trailers
  34. 34. 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
  35. 35. 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
  36. 36. Other Observations : VTR Cambodia Episode 1 US Roulette US VTR Engagement Engagement Higher engagement = more viewers watching though the video VTR
  37. 37. 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
  38. 38. Winners 9 8 7 Roulette AUS Roulette US Cambodia Ep 1 and Morocco Ep 1/2 7
  39. 39. 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
  40. 40. Campaign Campaign Data Set Data Set Emotional
  41. 41. Campaign Data Brand Lift Research Audience Campaign Data Set Social Engagement Emotional
  42. 42. Emotional Impact 15” to 5’ content length 20+ categories 30+ countries 1,000+ videos tested
  43. 43. 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
  44. 44. ...and it also creates ROI 8%Brand increase in Recommendation 7% increase in Purchase Intent 14% increase in Brand Favourability
  45. 45. Impact Model Creative Attraction Retention Engagement Impact Create + Media Syndication Optimisation Sharing Syndicate = ROI Brand Favourability Purchase Intent Brand Awareness Measure

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