PowerPoint Presentation

Why emotions matter in online advertisingKusuma Chumpuree-Reyntjes, Head of Agency Sales, CEE

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Attention to digital ads is dire

No wonder that trust in advertising is at an all time low

And Ad Blocking is going up, up, up

This is how pre-roll ads make viewers feel

Social not anti-social brands will win

How?

The growth of video sharing

_With an audience of 1.44 billion consumersThe Open Web

With a tonne of data & insight

With Predictive Technology

With Polite Ad Formats

6 SEC VINE30 SEC SPOT

6 MIN FILM

_Find out why people share

Two key drivers of sharingSocial Motivations

Psychological Responses

Why emotions matterEmotions improve all key brand metrics!FavorabilityAdvocacyRecallPurchase Intent

Emotions drives smiles, shares and salesAds with above-averageEEG scores deliver 23% liftin sales volumeSource: Nielsen Consumer Neuroscience Internal Study FMCG Brands - 2015

Emotional targeting drives brand metrics

More likely to be favourable toward and promote your brand, and more likely to buyBrand FavourabilityQ: How would you describe your overall opinion of the brand compared to before you watched? Net Promoter ScoreQ: How likely is it that you would recommend this brand to a friend or colleague? Purchase IntentQ: How likely would you be to buy the product shown in the video?56% uplift in Brand FavourabilityUnruly Custom Audience vs your target audience78% uplift in Brand PromotersUnruly Custom Audience vs your target audience61% uplift in Purchase IntentUnruly Custom Audience vs your target audience

Can you watch one of the saddest ads of all time without crying?

How did your feelings compare to others?

Top 4 Emotional Responses

Can you watch one of the funniest ads of all time without laughing?

How did your feelings compare to others?

Top 4 Emotional ResponsesTop 4 Negative Emotions

Thanks for watching! Any questions?