Published on March 20, 2014
The Science of Online Video: What Makes a Good Car Ad? Sophus Forum 2014 London, 20th March
Solving problems Creative Media ROI + = Hard to measure, until now Inefficient to push, how to create pull? Target reaction, not just audience Emotions drive both ROI levers
Multiplying effectiveness “… emotional advertising is more effective and more profitable than rational campaigns.” Les Binet & Peter Field Marketing in the Era of Accountability Donald Gunn The Gunn Report “…emotional advertising is eleven times more efficient in market share growth.”
A Quick History 1800s 1960s 2010s Emotions Facial coding Automated
Science as beautiful as the results
Science as beautiful as the results
Internet film chosen category Comprehensive judging Submission > Shortlist > Medals > Winners Since 1956 Benchmark for excellence in creative 36,000 entries 92 countries 15 categories
Cannes Study 45k people 125m+ frames Entered 211 Shortlisted 102 Bronze 47 Gold 49 Silver 49 458 videos tested 4 weeks
9000+ variables Volkswagen Force 70 60 50 40 30 20 10 0 1.0 0.8 0.6 0.4 0.2 0 -0.2 -0.4 Sessions Time (0.1 sec) 0 50 100 150 200 250 300 Avg, Max, Min Smoothing settings % of Cohorts Trends Events Cont., Discrete Head gestures By age By gender
Strongest variables Don’t drop the game Use sadness early Make women happy at the end Disgust and recover Make women excited at the end Don’t start with confusion Time the peaks right Grow the trend
Grow the trend 0.14 0.13 0.12 0.11 0.10 0.09 0.08 0.0 0.2 0.4 0.6 0.8 1.0 Bronze/Silver Gold Shortlisted Nothing Relative time Happy aggregated trendlines Steeper slope = Better outcome
0.8 0.7 0.6 0.5 0.75 0.66 0.63 Can we predict Cannes in future? YES shortlist with 75% accuracy! In the future, medals will need more data to get a solid prediction model AUC GOLDMEDAL SHORTLIST
Attract Hook in 8 seconds Retain Keep the audience Impact Kahneman’s Peak-End Engage Connect via emotions EmotionAll® How to use it in everyday marketing?
Volkswagen - The Force has excellent overall performance. Better than 92% of ads EmotionAll® Score Volkswagen – The Force
Automotive Case Study
54,440 YouTube views 59,359,723 YouTube views 8 Facebook shares 1,367,366 Facebook shares 5 Tweets 101,572 Tweets EmotionAll® 4 EmotionAll® 9 Volkswagen – The Force Ford – Fiesta Fuel Happiness %
EmotionAll® score drives results 2.5x Views on YouTube Social action conversion 7.5x
Rank Video EmotionAll® Attract Retain Engage Impact 1 Volkswagen - Think Blue 10 9 9 9 9 2 BMW - Vet 10 9 9 9 9 3 Smart - Offroad 9 9 8 9 8 … … … … … … … … … … … … … … 148 Hyundai Elantra - Car Of The Year 2 5 3 2 2 149 Kia - Euros 2 3 2 3 3 150 Chevrolet - Own Some Chrome Event 2 3 2 2 2 Germans ahead, Asia and US behind?
Avoid 1. Dropping Engagement Avoid dropping Engagement in first third of the video 2. Lack of Surprise No surprise equals no connection to audience 3. Low Valence values Any Negative emotions need to be resolved and balanced out wish respective Positive
Achieve 1. Finish Strong Reach over 30% of Engagement in the final quarter of the video 2. Stand Out Peak happy maximum above country and sector average 3. Make Women Happy Ensure over 64% of Female feel Happiness at some point in video to drive social sharing
Using EmotionAll® to drive ROI EmotionAll® Report Media Action ROI Attract Retain Engage Impact Optimise Reallocate Push / Pull Brand Lift Purchase Intent View-through Social Sharing 1 2 3
Media Market(s) EmotionAll® Action Performance Video 1 U.S.A. 9 Video 2 U.S.A. 7 EmotionAll™ Score
Media Action Media Market(s) EmotionAll® Action Performance Video 1 U.S.A. 9 Video 2 U.S.A. 7 Stop Reallocate
Higher Performance Media Market(s) EmotionAll® Action Performance Video 1 U.S.A. 9 Stop 12x Video 2 U.S.A. 7 Reallocate 3x No reallocation
Consumers love emotional content 3x 20x 8x 100x More likely to watch to the end Higher click through rate Social action conversion Quicker in attracting views
Impact Model EmotionAll® Media Action ROI + = Attract Retain Engage Impact Optimise Reallocate Pull Earned Media Brand Lift Purchase Intent Viewthrough Social Sharing Create Distribute Measure
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