EMOTIONS SPECTRUM EMOTIONS SELL PRINCIPAL EMOTIONS EMOTIONS IMPACT CONTEXT MATTERS STORYTELLING
VAB REPORT: GREATER THE EMOTIONAL AD ENGAGEMENT GREATER THE SALES
ADV. THEMES ADV. THEMES BY AGE LONG-TERM MEMORY TV ADS ENGAGEMENT TV V. INTERNET ENGAGEMENT ONLINE & TV IN HARMONY TV V. OTHER MEDIA TV V. FACEBOOK TV ADS SELL EMOTIONS EQUAL SALES NEUROMARKETING INVESTMENT
EMOTIONS SPECTRUM EMOTIONS SPECTRUM
On A Daily Basis, Different Emotions Motivate Us To Make Numerous Purchases optimism
grief pensiveness
sadness
di sg us t
ac ce pt an ce
fear
apprehension
awe
LONG-TERM MEMORY TV ADS ENGAGEMENT
disapproval
ONLINE & TV IN HARMONY TV V. OTHER MEDIA
n tio ac str di
bo re do m
submission
e ris rp su
remorse
ADV. THEMES
TV V. INTERNET ENGAGEMENT
t en em az am
contempt
lo at hi ng
terror
STORYTELLING
ADV. THEMES BY AGE
tru st
ecstasy
joy
rage
ad m ira tio n
anger
e nc ila vig
annoyance
CONTEXT MATTERS
love
ion at ip tic an
aggressiveness
PRINCIPAL EMOTIONS EMOTIONS IMPACT
serenity st re te in
Emotions Spectrum
EMOTIONS SELL
TV V. FACEBOOK TV ADS SELL EMOTIONS EQUAL SALES NEUROMARKETING INVESTMENT
EMOTIONS SELL EMOTIONS SPECTRUM
Emotions Sell...We Buy for Emotional Reasons
EMOTIONS SELL PRINCIPAL EMOTIONS
Our Decisions Are Driven By Emotions
EMOTIONS IMPACT CONTEXT MATTERS
Non-Conscious Emotional Values
Conscious Facts
STORYTELLING
(taste,refreshment,price)
ADV. THEMES ADV. THEMES BY AGE
Emotions Bias What We Believe
LONG-TERM MEMORY TV ADS ENGAGEMENT TV V. INTERNET ENGAGEMENT ONLINE & TV IN HARMONY TV V. OTHER MEDIA TV V. FACEBOOK
Often, emotions lead directly to purchase
Decisions are rarely “rational”, they’re always influenced by emotions
TV ADS SELL EMOTIONS EQUAL SALES NEUROMARKETING INVESTMENT
Source: Nielsen’s Emotions Give A Lift To Advertising
PRINCIPAL EMOTIONS EMOTIONS SPECTRUM
There Are Six Principal Emotions Which Drive Consumers To Buy
EMOTIONS SELL PRINCIPAL EMOTIONS EMOTIONS IMPACT
Buying decisions stem from the interplay of six emotions:
CONTEXT MATTERS STORYTELLING
1. Greed. "If I make a decision now, I’ll be rewarded."
ADV. THEMES
2. Fear. "If I don't make a decision now, I'm toast."
ADV. THEMES BY AGE
3. Altruism. "If I make a decision now, I’ll help others." 4. Envy. "If I don't make a decision now, my competition will win." 5. Pride. "If I make a decision now, I’ll look smart." 6. Shame. "If I don't make a decision now, I’ll look stupid."
LONG-TERM MEMORY TV ADS ENGAGEMENT TV V. INTERNET ENGAGEMENT ONLINE & TV IN HARMONY
A successful sales approach either creates or augments one or more of these emotions.
TV V. OTHER MEDIA TV V. FACEBOOK TV ADS SELL EMOTIONS EQUAL SALES NEUROMARKETING INVESTMENT
Source:Market Enhancement Group Inc./Do Emotions Sell? Of Course They Do!
EMOTIONS IMPACT EMOTIONS SPECTRUM
Emotions Are More Impactful Than The Ads Content
EMOTIONS SELL PRINCIPAL EMOTIONS EMOTIONS IMPACT
The influential role of emotion in consumer behavior is well documented: • fMRI neuro-imagery* shows that when evaluating brands, consumers primarily use emotions rather than information (brand attributes, features, and facts). • Advertising research** reveals that emotional responses to an ad have a far greater influence on a consumer’s reported intent to buy a product than does the ad’s content – by a factor of 3-to-1 for television commercials and 2-to-1 for print ads. • Studies show that positive emotions toward a brand have far greater influence on consumer loyalty than trust and other judgments which are based on a brand’s attributes.
CONTEXT MATTERS STORYTELLING ADV. THEMES ADV. THEMES BY AGE LONG-TERM MEMORY TV ADS ENGAGEMENT TV V. INTERNET ENGAGEMENT ONLINE & TV IN HARMONY TV V. OTHER MEDIA TV V. FACEBOOK TV ADS SELL EMOTIONS EQUAL SALES NEUROMARKETING INVESTMENT
Source: Market Enhancement Group; *Functional magnetic resonance imaging or functional MRI (fMRI) is a functional neuroimaging procedure using MRI technology that measures brain activity by detecting associated changes in blood flow. This technique relies on the fact that cerebral blood flow and neuronal activation are coupled. When an area of the brain is in use, blood flow to that region also increases.** Conducted by the Advertising Research Foundation.
CONTEXT MATTERS EMOTIONS SPECTRUM
Context Matters: The Emotional Effect Transfers From Program Content To the Ad Content Transfer Effects
Program Content
Ad Content
Positive Valence
Program induces positive mood
Viewers perceive ad more favorably (feeling as information)
PRINCIPAL EMOTIONS EMOTIONS IMPACT CONTEXT MATTERS STORYTELLING ADV. THEMES
Program Involvement Theories
High Involvement in the program
Mood Congruity Transfer Effects
Program primes access to specific viewer emotion
Ad capitalizes on faster access to emotion
Excitation Transfer
Program induces high levels of viewer arousal (excitement)
Excitement transfers to perception of the brand
Cognitive Transfer Effects
Program activates viewer’s cognitive resources
Viewer has better access to their cognitive skill
TV V. INTERNET ENGAGEMENT
Mood Repair
Program induces need for mood repair (requires motivated processing)
Ad provides emotional relief
ONLINE & TV IN HARMONY
Brand Printing
Program includes brand integrations
Subsequent ad exposure perceived differently
Contextual Priming
Program primes category attitudes
Higher category involvement during ad exposure
Cognitive Capacity Theory
Program taxes available cognitive resources
Less cognitive resource available for ad processing Reduced cognitive complexity Less counter-arguing
Source: MediaScience
Higher Attention to ads
EMOTIONS SELL
ADV. THEMES BY AGE LONG-TERM MEMORY TV ADS ENGAGEMENT
TV V. OTHER MEDIA TV V. FACEBOOK TV ADS SELL EMOTIONS EQUAL SALES NEUROMARKETING INVESTMENT
EMOTIONS SPECTRUM EMOTIONS SELL PRINCIPAL EMOTIONS EMOTIONS IMPACT CONTEXT MATTERS STORYTELLING ADV. THEMES ADV. THEMES BY AGE LONG-TERM MEMORY TV ADS ENGAGEMENT TV V. INTERNET ENGAGEMENT ONLINE & TV IN HARMONY TV V. OTHER MEDIA TV V. FACEBOOK TV ADS SELL EMOTIONS EQUAL SALES NEUROMARKETING INVESTMENT
STORYTELLING EMOTIONS SPECTRUM
Emotional Storytelling Is Key
EMOTIONS SELL PRINCIPAL EMOTIONS EMOTIONS IMPACT
Providing an emotional context in marketing campaigns makes adverts more engaging, and more impactful. Storytelling is key. People relate to life stories, much more so than content that features or promotes a product. When it comes to a video advertisement, which people have a choice to view, or skip, they would rather be told a story they can relate to than have products pushed at them.
CONTEXT MATTERS STORYTELLING ADV. THEMES ADV. THEMES BY AGE LONG-TERM MEMORY TV ADS ENGAGEMENT TV V. INTERNET ENGAGEMENT ONLINE & TV IN HARMONY TV V. OTHER MEDIA TV V. FACEBOOK TV ADS SELL EMOTIONS EQUAL SALES NEUROMARKETING INVESTMENT
Source: momentology.com/future-of-branding-emotional-storytelling/
ADV. THEMES EMOTIONS SPECTRUM
Humor and Real-Life Situations Advertising Themes Are Top of Mind
EMOTIONS SELL PRINCIPAL EMOTIONS EMOTIONS IMPACT
Advertising Themes That Resonate Most
CONTEXT MATTERS
Humorous
50%
Value Oriented
38%
Real-Life Situations
35%
Family Oriented
33% 27%
Pets/Animals-Centered Health Themed
24%
High Energy Action
17%
Sentimental
15%
Aspirational
13%
Kids-Centered
13%
Sports-Themed
12% 11%
Sexual
10%
Competitive Celebrity Endorsements Car-Themed Athlete Endorsements
8% 6% 5%
Source: Nielsen Global Trust in Advertising Survey, Q1 2015; USA
STORYTELLING ADV. THEMES ADV. THEMES BY AGE LONG-TERM MEMORY TV ADS ENGAGEMENT TV V. INTERNET ENGAGEMENT ONLINE & TV IN HARMONY TV V. OTHER MEDIA TV V. FACEBOOK TV ADS SELL EMOTIONS EQUAL SALES NEUROMARKETING INVESTMENT
ADV. THEMES BY AGE EMOTIONS SPECTRUM
This is True Across All Generations
EMOTIONS SELL
Advertising Themes Gen Z (15-20)
Millennials (21-34)
Gen X (35-49)
Boomers (50-64)
PRINCIPAL EMOTIONS
Silent Gen (65+)
EMOTIONS IMPACT
Car-Themed
CONTEXT MATTERS
Athlete Endorsements Kids-Centered
STORYTELLING
Sexual
ADV. THEMES
Pets/Animals-Centered
ADV. THEMES BY AGE
Competitive
LONG-TERM MEMORY
Sports-Themed Celebrity Endorsements
TV ADS ENGAGEMENT
Sentimental
TV V. INTERNET ENGAGEMENT
Family Oriented Aspirational
ONLINE & TV IN HARMONY
High Energy Action
TV V. OTHER MEDIA
Value Oriented
TV V. FACEBOOK
Health Themed
TV ADS SELL
Humorous
EMOTIONS EQUAL SALES
Real-Life Situations 0
5
Source: Nielsen Global Trust in Advertising Survey, Q1 2015
10
15
20
25
30
35
40
45
50
NEUROMARKETING INVESTMENT
EMOTIONS SPECTRUM
Power of Emotional Engagement…
EMOTIONS SELL PRINCIPAL EMOTIONS EMOTIONS IMPACT
One major factor which contributes to engagement is the emotional activation of the consumer while viewing or listening to advertising.
CONTEXT MATTERS STORYTELLING ADV. THEMES ADV. THEMES BY AGE
Advertising that is engaging establishes an emotional connection between the consumer and the brand.
LONG-TERM MEMORY TV ADS ENGAGEMENT TV V. INTERNET ENGAGEMENT ONLINE & TV IN HARMONY TV V. OTHER MEDIA TV V. FACEBOOK TV ADS SELL EMOTIONS EQUAL SALES NEUROMARKETING INVESTMENT
Source: Journal of Advertising Research; Which Bdcst Medium beter drives Engagement?
AWARENESS EMOTIONS SPECTRUM EMOTIONS SELL PRINCIPAL EMOTIONS EMOTIONS IMPACT CONTEXT MATTERS STORYTELLING ADV. THEMES ADV. THEMES BY AGE LONG-TERM MEMORY TV ADS ENGAGEMENT TV V. INTERNET ENGAGEMENT ONLINE & TV IN HARMONY TV V. OTHER MEDIA TV V. FACEBOOK TV ADS SELL EMOTIONS EQUAL SALES NEUROMARKETING INVESTMENT
LONG-TERM MEMORY EMOTIONS SPECTRUM
Engagement With An Ad Creates Long-Term Memory Which in Effect Increases Consumers’ Likelihood To Purchase
EMOTIONS SELL PRINCIPAL EMOTIONS EMOTIONS IMPACT CONTEXT MATTERS
Levels of long-term memory encoding has the greatest effect on whether or not we are likely to purchase the brand.
Long-term Memory Encoding
STORYTELLING ADV. THEMES ADV. THEMES BY AGE
Emotional Intensity
Engagement
How TV Commercials Affect Brain
Engagement ‘a sense of immersion in an activity caused by personal relevance’ creates long-term memory encoding of the ad and not attention.
LONG-TERM MEMORY TV ADS ENGAGEMENT TV V. INTERNET ENGAGEMENT ONLINE & TV IN HARMONY TV V. OTHER MEDIA
Attention
Emotional Direction (attraction or withdrawl)
TV V. FACEBOOK TV ADS SELL EMOTIONS EQUAL SALES NEUROMARKETING INVESTMENT
Source: International Key Facts; Thinkbox
TV ADS ENGAGEMENT EMOTIONS SPECTRUM
TV Ads Generate Higher Levels of Emotions With Higher Engagement and Long-Term Memory Main predictors driving consumer to future brand purchase
EMOTIONS SELL PRINCIPAL EMOTIONS EMOTIONS IMPACT CONTEXT MATTERS STORYTELLING ADV. THEMES
Engagement
Future Brand Purchase
ADV. THEMES BY AGE
Long Term Memory
LONG-TERM MEMORY TV ADS ENGAGEMENT TV V. INTERNET ENGAGEMENT ONLINE & TV IN HARMONY TV V. OTHER MEDIA
TV ads generate almost 30% higher engagement and long-term memory than Online ads
TV V. FACEBOOK TV ADS SELL EMOTIONS EQUAL SALES NEUROMARKETING INVESTMENT
Source: International Key Facts; Thinkbox, online display
TV V. INTERNET ENGAGEMENT EMOTIONS SPECTRUM
TV Ads Are Associated With Much Higher Engagement And Memory Encoding Than The Internet
PRINCIPAL EMOTIONS EMOTIONS IMPACT
TV & Internet Neuro-States TV
EMOTIONS SELL
CONTEXT MATTERS
Internet
STORYTELLING ADV. THEMES
0.8
0.78
0.81
0.78
0.74
0.58
0.62
0.62
0.62
ADV. THEMES BY AGE LONG-TERM MEMORY TV ADS ENGAGEMENT
0.54
TV V. INTERNET ENGAGEMENT ONLINE & TV IN HARMONY TV V. OTHER MEDIA TV V. FACEBOOK TV ADS SELL
Engagement
Memory Left
Memory Right
Visual Attention Left
Visual Attention Right
Engagement with an ad creates long-term memory and not ‘Attention’ Source: Neuro-insight (SST) UK; Difference in brain activity when watching TV content and ads v. interacting online (web browsing, on-demand TV and search)
EMOTIONS EQUAL SALES NEUROMARKETING INVESTMENT
ONLINE & TV IN HARMONY EMOTIONS SPECTRUM
Online & TV Work In Harmony: Memory and Engagement Online is Enhanced When The Ad Is Seen On TV First
PRINCIPAL EMOTIONS EMOTIONS IMPACT
Internet scores without and with TV ad priming Internet 1st
EMOTIONS SELL
CONTEXT MATTERS STORYTELLING
TV 1st
ADV. THEMES
0.79
0.78
0.76
0.71
0.69 0.58
0.81
0.78
ADV. THEMES BY AGE LONG-TERM MEMORY
0.61
TV ADS ENGAGEMENT
0.53
TV V. INTERNET ENGAGEMENT ONLINE & TV IN HARMONY TV V. OTHER MEDIA TV V. FACEBOOK TV ADS SELL
Engagement
Memory Left
Memory Right
Visual Attention Left
Visual Attention Right
Source: Neuro-insight (SST) UK; Difference in brain activity when watching TV content and ads v. interacting online (web browsing, on-demand TV and search)
EMOTIONS EQUAL SALES NEUROMARKETING INVESTMENT
TV V. OTHER MEDIA EMOTIONS SPECTRUM
Overall, TV Ads Outperform All Other Media on Emotional Engagement & Cognitive Memory Performance of Advertising by Platform Compared To TV (indexed to a 100)
EMOTIONS SELL PRINCIPAL EMOTIONS EMOTIONS IMPACT CONTEXT MATTERS STORYTELLING
Platform
TV
Recall
100
Engagement
100
Online Video
71
56
Newspaper
90
18
Radio
33
33
Online Display
20
