Emotion is Advertising’s Untapped Performance Lever
Sep 19, 2023 ·
23m 45s
Research from System1 and Pinterest found that digital ads rated highly for emotion resulted in a staggering 90% average increase in brand favorability. And this isn’t the first time research...
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Research from System1 and Pinterest found that digital ads rated highly for emotion resulted in a staggering 90% average increase in brand favorability. And this isn’t the first time research has proven emotion’s effects on ad performance.
The IPA reports that 43% of emotional ad campaigns lead to very large business effects across sales, market share, loyalty and new customers, compared to only 23% of rational campaigns. Clearly, emotion is a valuable creative lever. But how do you use it well? This week, Angela, Elena, and Rob are talking about making sure customers feel your ads, which emotions are most effective in driving positive brand associations, and why humor can be an overlooked but incredibly impactful emotion when used correctly.
Topics covered:
To learn more, visit marketingarchitects.com/podcast.
Resources:
2023 MarketingTech Article: https://www.marketingtechnews.net/news/2023/jul/24/emotional-digital-ads-drive-brand-lift-and-recall/
2023 Kantar Article: https://www.kantar.com/company-news/digital-ads-which-evoke-strong-emotions-are-four-times-more-likely-to-drive--brand-equity
2022 Kantar Article: https://www.kantar.com/inspiration/advertising-media/how-to-get-humour-right-in-advertising
2023 The Drum Article: https://www.thedrum.com/opinion/2023/02/28/heart-over-head-why-you-should-move-away-rational-marketing
2021 The B2B Institute Report: https://business.linkedin.com/marketing-solutions/b2b-institute/b2b-creative
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
show less
The IPA reports that 43% of emotional ad campaigns lead to very large business effects across sales, market share, loyalty and new customers, compared to only 23% of rational campaigns. Clearly, emotion is a valuable creative lever. But how do you use it well? This week, Angela, Elena, and Rob are talking about making sure customers feel your ads, which emotions are most effective in driving positive brand associations, and why humor can be an overlooked but incredibly impactful emotion when used correctly.
Topics covered:
- [01:30] Research proves ads that tap into emotion perform better
- [04:30] Why positive emotions drive greater brand equity than negative ones
- [07:00] The role of humor in driving ad performance
- [10:00] Why the right emotion varies by industry
- [12:00] How pretesting lets you push boundaries in creative
- [16:00] How to use marketing channels to amplify emotional connections
To learn more, visit marketingarchitects.com/podcast.
Resources:
2023 MarketingTech Article: https://www.marketingtechnews.net/news/2023/jul/24/emotional-digital-ads-drive-brand-lift-and-recall/
2023 Kantar Article: https://www.kantar.com/company-news/digital-ads-which-evoke-strong-emotions-are-four-times-more-likely-to-drive--brand-equity
2022 Kantar Article: https://www.kantar.com/inspiration/advertising-media/how-to-get-humour-right-in-advertising
2023 The Drum Article: https://www.thedrum.com/opinion/2023/02/28/heart-over-head-why-you-should-move-away-rational-marketing
2021 The B2B Institute Report: https://business.linkedin.com/marketing-solutions/b2b-institute/b2b-creative
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
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