Thursday , 6 June 2024
Home Brand News Emotion is Under-Utilized in Digital Advertising-New Study
Brand NewsEdutech

Emotion is Under-Utilized in Digital Advertising-New Study

Digital ads which evoke strong emotions are four times more likely to drive brand equity, according to new research from Kantar and Affectiva.

Using Affectiva’s Emotion AI facial coding, the research measured consumers’ emotional responses to digital ads in Kantar’s ad testing database to uncover how marketers can optimize creative assets to power impactful digital campaigns.

Why it matters

Study has shown that the industry metrics widely used to measure online ads, like clickthrough and completion rates, have little correlation with a campaign’s success or brand impact. Measures such as facial expressiveness – which indicate a degree of emotional or cognitive engagement with the content – are far better predictors.

Takeaways 

The digital ads that build brand equity most effectively are those that trigger more emotional experiences – of all kinds.

The best performers leave viewers with overall positive feelings like pride, contentment, and attraction, while low-performing ads are associated with negative feelings such as being unimpressed, annoyed and disappointed.

Humour is the main way to prevent viewers from skipping ads; it was the top reason in 30 of 42 countries studied in Kantar’s AdReactions survey.

Key quote

“As digital advertising matures, it’s time that advertisers treat it as an important brand-building channel as well as a transactional one – and leverage emotions and human stories to deliver the most impact” – Ecem Erdem, Global Thought Leader, Creative, at Kantar.

Credit: WARC

Leave a comment

Leave a Reply

Your email address will not be published. Required fields are marked *

Related Articles

LG Electronics showcases trendsetting Home Appliance products in the region

Global consumer electronics pioneer LG Electronics, recently hosted its LG Showcase MEA...

LG Electronics MEA leads with innovation in new Home Entertainment Line-up

LG Electronics, a global leader in consumer electronics recently hosted its LG...

LG Showcase MEA 2024 returns with firsthand experiences ofLG Electronics’ latest innovations

LG Showcase MEA 2024 today welcomed guests and partners in Abu Dhabi...

LG Donates Solar-powered Borehole to Gudu Community in Abuja for World Water Day

LG Electronics, a global leader in technology and innovation, joined the Federal...