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

0.13

Shortlisted

0.12

Nothing

0.11
0.10

Steeper s...
Value

What kind of
emotions
does your
video spark?

How different
demographics
react to the
content?

How does it
compare...
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

Im...
Case study
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...
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 mea...
Consumers love emotional content...

3x

higher average
view to end %

8x

higher click
through rate

20x

better in
conve...
...and it also creates ROI

8pp
increase in Brand
Recommendation

7pp

increase in
Purchase Intent

14pp
increase in Brand...
Impact Model

Creative
Attraction
Retention
Engagement
Impact

Create

+

Media
Syndication
Optimisation
Sharing

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

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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.

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

  1. 1. Be Emotive 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. 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. 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. 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. 12. Emotional Impact 15” to 5’ content length 20+ categories 30+ countries 1,000+ videos tested
  13. 13. Successful video components Attraction Hook in 8 seconds Engagement Connect via emotions Retention Keep the audience Impact Kahneman’s Peak-End
  14. 14. Case study
  15. 15. 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
  16. 16. So Real it’s Scary Emotional Impact This video has very good overall performance. Better than 95% of videos.
  17. 17. In-depth analysis Emotional Impact Female 79.4% Male 79.5% Age Income Competitor Countries
  18. 18. 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.
  19. 19. 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
  20. 20. Campaign Campaign Data Set Data Set Emotional
  21. 21. Campaign Data Brand Lift Research Audience Campaign Data Set Engagement Emotional
  22. 22. 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.
  23. 23. 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
  24. 24. ...and it also creates ROI 8pp increase in Brand Recommendation 7pp increase in Purchase Intent 14pp increase in Brand Favourability
  25. 25. 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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