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  • Posted: June 20, 2024

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Emotional Drivers of Long-Term Effectiveness of YouTube Ads

Emotional Drivers of Long-Term Effectiveness of YouTube Ads

Manuel Garcia-Garcia, Ph.D. – Global Lead of Neuroscience, Ipsos

Ariane Pol – Global Head of Research for Creative Works, Google

Geraldine Rodriguez – Client Manager Applied Research, Ipsos

Can YouTube help drive long-term brand building? How do you measure long-term brand building? When brands want to air strategic long-term campaigns, they typically revert to traditional media. Most people are not in need of a brand’s immediate offering, but they represent the biggest sales opportunity. Ten years ago, the IPA demonstrated that campaigns whose primary focus was emotional were the most effective. Emotions are the fuel that allow high conversion over time. Brands should tap into emotions of consumers that may not be interested in a product now but may be relevant in the future. Ipsos partnered with Google Creative Works to study the observed and declared behaviors. Methodology: A triangulation of methods were used. They were Creative/Spark (market validated KPIs of creative impact); Ipsos Bayesian Nets (models the impact of emotion); Ipsos Emotion Framework (captures emotional responses). Ipsos Emotion Framework defines emotions as physiological changes we experience in response to the environment. These are complex emotions that are heavily driven by culture and context, and they are therefore, not universal. This complicates measuring emotions. While emotions are not universal, we can explain emotions based on valence, arousal and control. This maintains the cultural authenticity but can be compared across cultures. The experimental approach to measuring long-term brand growth included a brand relationship index (BRI), comprised of brand performance = how would you rate [brand] in terms of what you are looking for in a [category] + brand closeness = how close do you feel to [brand]? Findings:
  1. Valence alone explains 28% of variance of long-term brand sales growth for YouTube videos. Highly pleasant residual emotions on YouTube ads have predictive power over long-term brand growth. This works for both YouTube ad formats (skippable and forced).
  2. Highly pleasant YouTube ads make people willing to pay more, reducing price sensitivity.
  3. The highly pleasant emotions that correlated with valence were warmth, happiness, calmness, love, nostalgia and excitement.
  4. Empathy and surprise become important predictors of the brand relationship change index in the long term.
  5. To analyze how respondents group emotions when reporting how ads make them feel, a sophisticated analytic technique based on Bayesian network was applied. This method shows that ads can awaken different emotions, not just one emotional note. Empathy and surprise are more neutral by nature, and this can lead to either positive or negative emotions. They can be bridge emotions between negative and positive emotions.
Key takeaways:
  • Digital media like YouTube can be a prime brand building vehicle, not only for short-term tactical business objectives.
  • Highly pleasant emotions account for 28% of long-term brand growth. Brands should leverage this knowledge to create powerful, emotional storytelling to get closer to current and prospective clients.
  • Positive emotional storytelling supercharges performance. It makes people more willing to pay more for a brand.
  • Emotional storytelling doesn’t mean focusing on one single tone—brands can experiment with several emotions to create powerful and emotionally stirring narratives.

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Determining the Value of Emotional Engagement to TV

Determining the Value of Emotional Engagement to TV

Pedro Almeida – CEO, MediaProbe

Context matters—not all reach is equal, and so, we need a way to qualify each impression and valuate each of these impressions. Metric of valuation needs to be valid, reliable and have predictive power for business outcomes. The research focus: 1) What can we say about the value of emotional engagement (EE)? 2) Can we model the value of EE via its impact on memory? 3) Can we use EE to optimize and valuate content and ad positions? How? Methodology: MediaProbe used Galvanic Skin Response with participants who were exposed to content through a MediaProbe panel (U.S., 2,700 households). Data gets delivered second by second and data extracted goes toward creating an impact measure of how much people are reacting to what they are watching. The platform calculates an impact value that enables comparisons across media platforms. There was an added layer to see whether participants are leaning into the content and are engaged. U.S. TV dataset includes over 45,000 participants, reaching over 85,000 hours. More than 1,000 TV hours are monitored and over 42,500 ads. Using a subset of 16,351 ads and 329 “premium pod” formats, participants watch content and are then asked which ads they remember. Findings:
  1. Enhancing the emotional impact of an ad in 150 EIS points equates to adding a second 30’ ad unit. This will increase probability of brand recall by 15%. For each 100 points, this increases probability of brand recall by 10%.
  2. Single best predictor of whether someone will respond to an ad is how much a person was engaged with the content prior to the ad. EE carries over to the ad break. It’s more engaging pre-break, in earlier breaks and earlier position in break, which leads to higher ad impact.
  3. However, this is different across genres. Genre moderates pre-break emotional patterns. This is further differentiated within genres. For instance, people will react differently to ad breaks when watching soccer vs. some other sport. MediaProbe shows that there is 66% similarity between various award shows in terms of EE to ad breaks. They use this data to realize the value of different ads placed in different breaks (1st, 2nd, etc. break) and pods. Emotional engagement helps better predict ads performance.
  4. Additional findings show that first-in-break still rules and that premium pods deliver higher recall.
Key takeaways:
  • Ad EIS is systematically associated with ad recall.
  • It is possible to optimize ads for estimated impact by advertising in the most engaging content and being present after the most engaging moments.
  • Different genres tend to have typical pre-break engagement morphologies. This allows to estimate the delivered value of each pod position (and order in break when relevant).

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Neuro: TV Brand Attraction Advantage Over Digital

Neuro: TV Brand Attraction Advantage Over Digital

Bill Harvey – Executive Chairman, Bill Harvey Consulting

Elizabeth Johnson, Ph.D. – Executive Director & Senior Fellow, Wharton Neuroscience Initiative, UPenn

Michael Platt, Ph.D. – Director, Wharton Neuroscience Initiative, UPenn

Audrey Steele – EVP Sales Research Insights & Strategy, FOX Corp.

The presenters discussed their study focused on the link between attention and sales. Attention is required for engagement. Eyes on screen do not predict sales well. However, three main brain measurement dimensions account for sales and branding effects: brand attraction/joy (=motivational signals in fMRI and EEG), memory (=Theta power in EEG) and synchrony (=collective resonance across audience brains, in fMRI and EEG)—all require more than 1-2 seconds to unfold and measure. Using neuroanalysis can help unmask hidden thoughts and feelings (via fMRI). Additionally, scaled up, other predictive bio and neuro metrics can be just as predictive. The research shows that patterns of brain activity predict sales best: the sum of all perceptual, attentional, emotional, social and memory processes. We can also use EEG to tell us about frustration, attention, memory, sleep/introspection. Research using EEG shows that EEG measuring brand attraction/joy can predict 80% variance in sales. Notably, brand attraction/joy takes 15 seconds to peak. Brain memory also predicts sales. Notably, memory encoding picks up after 10 seconds. Finally, synchrony—collective audience response—predicts more than 90% of sales but also has temporal dynamics, peaks at 5 seconds and picks up again after 15-20 seconds. Wharton Neuroscience investigated predicting how different content and platform impact sales lift. The study design: eight ads in eight verticals tested in each of the 10 experimental cells (7 TV, 2 smart phones, 1 control condition). Four ads at a time are shown between TV show. Each viewer will only see one kind of content. Findings from the 3% of total sample: attraction and memory are sustained for ads shown in premium channels compared to YouTube. Value of context is enormous! YouTube has a drop at 4 seconds whereas TV continues. Key takeaways:
  • Attention is an incomplete measure by which to select media contexts and platforms for specific campaigns.
  • Premium longform content and contexts have more sales and branding impact than digital, especially in new customer growth due to emotional immersion in TV context vs. brevity of ad attention/engagement in digital.

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The Power of Radio Through the Lenses of Emotional Engagement

The Power of Radio Through the Lenses of Emotional Engagement

Pedro Almeida – CEO, MediaProbe

Pierre Bouvard – Chief Insights Officer, Cumulus Media | Westwood One

The presentation focused on determining the emotional impact of AM/FM radio ads. MediaProbe was retained by Cumulus Media to measure second-by-second electrodermal activity (EDA)—a measure of the sympathetic nervous system, to see when it is activated, whether listeners were excited by the stimulus they heard. This is termed Emotional Impact Score (EIS)—an impact metric that can help understand how excited people are on a second-by-second basis and what are the elements that drive this emotion. This is an objective way of quantifying emotion in media and advertising content, capturing the emotional implicit data (what people feel). Throughout the session, participants can also dial those moments that they like/dislike—the conscious explicit capture of likes and dislikes, and are asked pre and post session questions to learn more about recall and purchase intent. Methodology: 36 AM/FM radio ads, in a simulated broadcast of 30 minutes across four genres (urban, news, adult contemporary and rock/oldies). Each “broadcast” had three ad breaks and the average commercial break had three ads. Also, 227 people participated. Each “broadcast” had a sample size of 75 people and consumers listened to at least three of the four broadcasts. Each ad was exposed to 225 people. Findings:
  1. AM/FM radio programming outperforms MediaProbe’s U.S. TV norms by 13%. Put differently, the emotional impact score is higher when listening to radio.
  2. Carry over effect: radio advertising commercial pods receive 12% higher Emotional Impact Score over TV advertising commercial pods, making radio a premium platform.
  3. Across genres, people are more engaged when listening to news—people are processing what is being said, they are paying attention. There is no valence contamination between what is being said on the news and the emotional engagement to ads.
  4. People are more engaged during radio advertising—4% more than radio content.
  5. Looking at 32 individual MediaProbe ads, there is on average a 5% higher emotional impact score in comparison to 4,670 individual MediaProbe TV ads. This research is consistent with other lab-based studies.
  6. MediaProbe also conducted a physical feature analysis of the creative to find that: 1) higher pitch contrast between programming content and ads leads to higher impact. If the content has low pitch, ads should be higher pitch and vice-versa; 2) louder ads lead to higher impact.
  7. Using a regression analysis, MediaProbe found the following best performing creative in radio ads: 1) female voiceover; 2) with jingles/with background music; 3) five brand mentions are optimal; 4) no disclaimers. This too is consistent with other research.
Key takeaways:
  • AM/FM radio programming is more engaging than TV, according to MediaProbe
  • They also found that AM/FM radio advertising outperforms TV advertising.
  • News is the most impactful genre as a high-quality contextual environment for advertising.
  • Sound contrast between radio programming and ads drives higher attention and brand recall.
  • Creative best practices: female voiceover, jingles, one voiceover and five brand mentions.
 

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Inside the Journal of Advertising Research: Sonic Branding, ASMR Engagement, and Who Wins in Activist Messaging?

Inside the Journal of Advertising Research: Sonic Branding, ASMR Engagement, and Who Wins in Activist Messaging?

  • JOURNAL OF ADVERTISING RESEARCH

At this Insights Studio, researchers in Europe, the U.K. and the U.S. presented work in relatively new fields that have high-impact potential for the advertising industry. Starting with a forthcoming paper on sonic branding, the authors described their ground-breaking framework for measuring the implicit effects of sonic branding using music to manipulate visual scenes in video, film and TV. Next, a deep dive into autonomous sensory meridian response (ASMR)—a sensory-inducing device in ads—included strategies for helping brands collaborate with successful ASMR influencers. Lastly, a preview of an article to be published in the March Prosocial Advertising Special Issue showed how brand activism influences attitudes and purchase intentions, revealing a credibility gap between established activist brands and brands emerging in that space. Taking questions from Paul and from attendees, panelists in the concluding Q&A explored links between sonic branding and ASMR, the demographics of ASMR followers, ways for emergent activist brands to close the credibility gap with established activist brands, and future research possibilities.

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The Seven Answers Every CMO Should Demand

The Seven Answers Every CMO Should Demand

On January 23, Ken Roberts, Founder and President of Forethought™, Mary Wilson Avant, Senior Consultant of Forethought™ and Elizabeth Windram, EVP, Marketing & Communications of CLEAR discussed the seven answers every CMO should demand, ranging from predicting change in market share, creating internal alignment between marketing and the rest of the organization, how generative AI can be leveraged, and more. Currently this content is only available to event attendees.

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Navigating the Evolving Media Landscape

Navigating the Evolving Media Landscape

  • OTT 2023

The media landscape continues to evolve, arguably at a faster rate than ever. Leading media and measurement experts presented research-based insights on how viewers use different forms of TV/video on various platforms. Attendees joined us at the Warner Bros. Discovery Studios in California and via livestream to understand the latest data and discussions of the data’s implications.

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How Do You Stimulate Great Creative and Measure It?

How Do You Stimulate Great Creative and Measure It?

  • CREATIVE EFFECTIVENESS 2023

At our second annual Creative Effectiveness event, industry visionaries discussed the perspectives, theories, and resources they employ to develop and measure great creative. Attendees joined us in New York City or via livestream to hear fresh insights on the advertising landscape: from using AI as a stimulus for creative to extracting behavioral data and using that to try and inspire creative. Immediately after, we honored the teams behind insights-driven advertising with the ARF David Ogilvy Awards ceremony and dinner. The Gold, Silver and Bronze winners were announced, as well as the reveal of this year’s prestigious Grand Ogilvy Award recipient.

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