Why Emotions Matter In Online Video Advertising - Unruly Custom Audiences
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Improve brand metrics and purchase intent in online video advertising.
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Why Emotions Matter In Online Video Advertising - Unruly Custom Audiences
- 1. WHY EMOTIONS MATTER IN ONLINE ADVERTISING DON’T REACH PEOPLE – MOVE PEOPLE
- 2. Title position here Your title sit over it Favorability Advocacy Recall Purchase Intent EMOTIONS IMPROVE ALL KEY BRAND METRICS! WHY EMOTIONS MATTER
- 3. Title position here Your title sit over it Source: Binet & Field, Institute of Practitioners in Marketing, 2008, Marketing in the Era of Accountability; Binet & Field, Institute of Practitioners in Marketing, 2013, The Long and the Short of It EMOTIONAL ADS DRIVE BUSINESS RESULTS EMOTIONAL AD STRATEGIES MORE EFFECTIVE THAN RATIONAL AND COMBINED AD STRATEGIES Percentage reporting very large business effects 16% 26% 31% Rational Ad Strategy Combined Emotional Ad Strategy “Emotional campaigns are more effective & more profitable than rational campaigns – even in ‘rational’ categories…” 23% 23% 43% Rational Ad Strategy Combined Emotional Ad Strategy Percentage reporting Very large profit gains (campaigns lasting 3+ years) “The longer the time frame, the more emotions drive profit”
- 4. Title position here Your title sit over it DISCOVER & TARGET THE MOST EMOTIONAL PEOPLE UNRULY CUSTOM AUDIENCES
- 5. Title position here Your title sit over it WHO ARE THEY? EMOTIONAL TRACE WHAT DO THEY FEEL? WHAT DO THEY DO? BRAND LOYALTY AND PURCHASE WHAT DO THEY CARE ABOUT? Emotion: Emotional Sociographic AUDIENCE OPTIMIZATION FOR ENGAGEMENT • 18-44 year olds • Interested in Food • Interested in Movies • Use Internet Explorer • Use Chrome Happiness
- 6. Title position here Your title sit over it CUSTOM AUDIENCE VIEWS: 75% UPLIFT IN PURCHASE INTENT FMCG CASE STUDY Data source: Unruly Activate and Unruly ShareRank data 2015 +89% +75% Views Delivered Unruly Custom Audience: 38,546 Advertiser Target: 365,356 Increase in Brand Promoters 36% Increase in Brand Promoters 68% Advertiser Target Unruly Custom Audience Intended to Purchase 36% Intended to Purchase 63% Advertiser Target Unruly Custom Audience
- 7. Title position here Your title sit over it WITH UNRULY CUSTOM AUDIENCES, EMOTIONAL TARGETING BECOMES A REALITY IN 2016 MAXIMIZE EARNED MEDIA & ENGAGEMENT UNENGAGED CONSUMER ENGAGED CUSTOM AUDIENCE
- 8. DON’T JUST REACH PEOPLE – MOVE PEOPLE LET’S TALK
Editor's Notes
- Lots of benefits: Increased Sales - Emotional campaigns are more likely to generate sales than non-emotional campaigns. According to Pringle & Field’s study “emotional campaigns outperform on almost every metric”. Increased Engagement/Attention - Viewers identified using Unruly Custom Audiences are around 40% more likely to finish watching a video than an advertiser's overall target audience. Increased Purchase Intent - According to Unruly ShareRank™ data, around 70% of viewers who experienced an intense emotional response to an ad were very likely to buy the product, more than double the 30% of viewers who were very likely to buy the product having experienced merely a moderate emotional response. More Earned Media - Videos that elicit strong emotions are twice as likely to be shared than those that elicit a weak emotional responses, according to Dr Karen Nelson-Field’s Viral Marketing: The Science of Sharing. Videos that elicit positive emotions are also 30% more likely to be shared than those eliciting negative emotions. Increased Advocacy - 92% of consumers say they trust earned media, such as recommendations from friends and family, above all other forms of advertising. Making a strong emotional connection is key in driving online (and offline) word of mouth.
- Emotional ad strategies more effective than rational and combined ad strategies The longer the time frame, the more emotions drive profit Effects measured in terms of sales increase, share gain, decrease in price elasticity