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Be Emotive
2005 Luca Bruno, 2013 Michael Sohn - AP
Content
Consumption Connection
Choice
Why emotive?
• Content
2005 2013
5
4
3
2
2009
Global digital content created and shared
Source: KPCB, YouTube
YouTube hours of video uploaded per minute
100
75
50
25
ZB Hrs
100 hrs
of video uploaded
to YouTube each
minute
8 ZB
of data per year
will be created
by 2015
• Content
< 100 > 1m
YouTube videos by number of views
Source: Business Insider, Businessweek
%
30
20
10
29.6%
11.4%
0.3%
1k – 2.5k 10k – 100k
2.7%
0.0001%
probability user
will view your
content
• Choice
2000 2012
1,000
800
600
400
200
2008
Global internet connected device shipments
Source: BI intelligence, Microsoft
Units
(millions)
2004
Smart
phones
Tablets
Personal
computers
Wearables
47%
multi-task on
multiple
screens
• Consumption
1.6bn
Mobile
broadband
connections
(43% y/y)
Source: Ericsson
• Consumption
#
##
Source: Ericsson, KPCB, Microsoft
2/3
Use multiple
screens
150
times per day
a user checks
their smart
phone
1.6bn
Mobile
broadband
connections
(43% y/y)
Brand
Consumer
Connection
Agencies
Publishers
Distributors
Connection
Brand
Consumer
Choice
What does this mean to advertisers?
Content
Consumption Connection
Source: Gunn Report 1992-1995, IPA
Les Binet & Peter Field,
Marketing in the Era of
Accountability, 2007
Emotional advertising
campaigns are more
effective and more
profitable than rational
campaigns - even in
'rational' categories…
“
”
11x
more efficient
in market share
growth
The Gunn Report
Emotions?
1800s
Darwin
The Expression
of Emotions in
Man and
Animals
1960s
!
Ekman
Facial Action
Coding System
(FACS)
2010s1800s 1960s
Coding
Automated
Facial
Coding
Emotions
Demo
Value
What kind of
emotions
does your
video spark?
How different
demographics
react to the
content?
How does it
compare to close
competitors and
industry?
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
Minimal
negative
emotions
throughout
15” to 5’
content length
20+
categories
Emotional
Impact
1,000+
videos tested
30+
countries
Engagement
Connect via
emotions
Attraction
Hook in 8
seconds
Retention
Keep the
audience
Impact
Kahneman’s
Peak-End
How do emotions help brands break through?
Emotional
Impact
So real it’s scary 2
This video has very good
overall performance.
Better than 92% of videos.
Male
79.5%
Female
79.4%
Emotional
Impact
Age
Income
Countries Competitor
In-depth analysis
Conclusions
Confusion in the first
45 seconds lowers
attraction. Happiness
spikes and dominates
throughout.
Top
5%
Compared with
video A, LG leaves
viewers with a
higher impact.
A B
• 18-34
• Single, divorced,
separated.
• Low or very low
income.
~
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.
Learning
€
Activate the video
across UK and US
audiences
Exceptional vs Standard
54,440
YouTube views
5
Tweets
8
Facebook shares
57,659,141
YouTube views
101,572
Tweets
1,367,366
Facebook shares
9
4
80
70
60
50
40
30
20
%happiness
Ad duration
Consumers love emotional content...
3xhigher average
view to end %
8xhigher click
through rate
20xbetter in
converting views
into social
actions
100xQuicker in
attracting
viewers
Source: Be On research
8%increase in Brand
Recommendation
7%
increase in
Purchase Intent
14%increase in Brand
Favourability
...and it also creates ROI
How to break through
Emotion
Attraction
Retention
Engagement
Impact
Media
Syndication
Choice
Sharing
ROI
Brand Favourability
Purchase Intent
Brand Awareness
+ =
Create Syndicate Measure
Impact Model

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Optimising the Emotional Connections Your Advertisements Create by Be On / AOL and Realeyes

Editor's Notes

  1. Reduced price sensitivity and creates strong sense of brand differentiation.
  2. DEMO
  3. Data from LG report
  4. Point:1. Standard doesn’t work2. Even modest emotional differences make exponential difference in breaking through
  5. Emotionally stronger ads get3x higher average view to end %8x higher click through rate20x better in converting views into social actions100x quicker in attracting viewers.Source: Be On and Realeyes research based on 400 videos study, 2013
  6. Understand emotions through an Impact Score