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Be Emotive

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
Cannes Study
Gold 30
Silver 24

246

videos tested
Entered 96

Bronze 24

11k
people

Shortlisted 72

35k+
75%
prediction
accuracy for
shortlists

viewings
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
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?
Emotional
Impact

15” to 5’
content length

20+

categories

30+

countries

1,000+
videos tested
Successful video components
Attraction
Hook in 8
seconds

Engagement
Connect via
emotions

Retention
Keep the
audience

Impact
Kahneman’s
Peak-End
Case study
BCMA "how to: effectively use market research to make your branded content more effective”
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
Campaign
Campaign
Data Set
Data Set

Emotional
Campaign
Data

Brand Lift
Research

Audience

Campaign
Data Set

Engagement

Emotional
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.
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

8pp
increase in Brand
Recommendation

7pp

increase in
Purchase Intent

14pp
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

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BCMA "how to: effectively use market research to make your branded content more effective”

Hinweis der Redaktion

  1. Inefficient in ROIWHY All working on media sideShould we look at creative?Do not know the impact of creative WHY
  2. In addition to IPA, also Cannes
  3. DEMO
  4. 5 countries 3 ads in 1 hour – no time for such depth, need simpler
  5. Data from LG report
  6. 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
  7. … imagine if 15 seconds into watching the ad we can already tell what the brand lift and purchase intent of the viewing will be without asking a single question
  8. Understand emotions through an Impact Score