Episode 25

Emotion is Advertising’s Untapped Performance Lever

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

• [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

Resources:

2023 MarketingTech Article

2023 Kantar Article

2022 Kantar Article

2023 The Drum Article

2021 The B2B Institute Report

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