LIGHTS. CAMERA. INSIGHT.

2016

Exploring how to maximise ROI by understanding incremental impact by digital format and utilising emotional intelligence technology to create engaging creative

What is an Australian’s ideal day and who makes the decisions? 1 Which channels influence

decision making? 2

What incremental gains can you achieve from using video plus other digital formats?

3 How can you create an engaging video creative? 4

Eating out, outdoor activity, cinema and TV are key elements of the average Australian’s ideal day Ideal day activity (% All respondents)

79%

68%

59%

58%

38%

36%

32%

30%

29%

24%

21%

16%

Restaurant/Café

Outdoor

Cinema

Watch TV

Concert/Theatre

Watch sport

Visited a bar or club

Museum or gallery

Theme park

Gaming

Play sport

Gamble/Casino

Key Differences by generation

Baby Boomer (113)

Millennial (111)

Baby Boomer (126)

Millennial (111)

Gen X (110)

Millennial (147)

Millennial (124)

Millennial (125)

Gen X (114)

The mix of online and recommendation varies by entertainment activity

239

127 137 163

147

196

172

Restaurant/Café Outdoor Cinema Watch TV

Recommendations Online information

Influence of channels (Index)

Yahoo7 Labs set out to understand

The impact of additional digital ad formats on video recall

1 The impact of video plus other digital ad formats on overall campaign performance

2

76%

79% 80%

84%

Video Video + Display Video + Sponsored Content Video + Native

Campaign recognition of the video is greatest when combined with other digital ad formats

Campaign Recognition (% All exposed to test)

+4% +5%

+11%

1.  Impact

on video

Emotional Intelligence technology helps drive commerical success

What do you need to know about Emotional Intelligence Technology? •  Emotions influence the decisions you make

•  Automated technology coding helps measure people’s emotions

•  Using computer vision and machine learning, computers are taught to recognise people’s facial expressions

•  Advertisers are increasingly using this technology to create engaging content

Across all 4 tests we found a positive correlation between happiness and engagement Engagement and Happiness score (Realeyes Score)

Happiness

Engagement

Intent to share on social was highest amongst those experiencing high arousal emotions

2%

7%

11% 12%

Low negative Low positive High negative High positive

Intent to share on social (% all exposed)

For more information please contact your Yahoo7 representative or email insightsseries@yahoo-inc.com