The first BCMA Leadership Series, “How to: Effectively use market research to make your branded content more effective”, took place on the 4th December at Havas Media. It was a fascinating session with great insights from the experts demonstrating new techniques available to measure branded content.

1. Be Emotive
2005 Luca Bruno, 2013 Michael Sohn - AP

2. Challenge
Creative
?
+
Media
✓
=
ROI
!

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. Emotions?

5. 1800s
Darwin
The Expression
of Emotions in
Man and
Animals

6. !
1960s
Ekman
Facial Action
Coding System
(FACS)

7. 1800s
Emotions
1960s
Coding
2010s
Automated
Facial
Coding

8. Demo

9. Cannes Study
Gold 30
Silver 24
246
videos tested
Entered 96
Bronze 24
11k
people
Shortlisted 72
35k+
75%
prediction
accuracy for
shortlists
viewings

10. 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

11. 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?

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

13. Successful video components
Attraction
Hook in 8
seconds
Engagement
Connect via
emotions
Retention
Keep the
audience
Impact
Kahneman’s
Peak-End

14. Case study

16. 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

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

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

19. 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.

20. 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

21. Campaign
Campaign
Data Set
Data Set
Emotional

22. Campaign
Data
Brand Lift
Research
Audience
Campaign
Data Set
Engagement
Emotional

23. Insights
Revolutionising measurement
The most advanced campaign
reporting tool, utilising industry
standard brand lift measurement,
audience profiling, engagement
and emotive analysis to provide
ROI visibility.

24. 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

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

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