WHY EMOTIONS MATTER IN ONLINE ADVERTISING

DON’T REACH PEOPLE – MOVE PEOPLE

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Favorability Advocacy

Recall Purchase Intent

EMOTIONS IMPROVE ALL KEY BRAND METRICS!

WHY EMOTIONS MATTER

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Source: Binet & Field, Institute of Practitioners in Marketing, 2008, Marketing in the Era of Accountability; Binet & Field, Institute of Practitioners in Marketing, 2013, The Long and the Short of It

EMOTIONAL ADS DRIVE BUSINESS RESULTS EMOTIONAL AD STRATEGIES MORE EFFECTIVE THAN RATIONAL AND COMBINED AD STRATEGIES Percentage reporting verylarge business effects

16%

26%

31%

RationalAd Strategy

Combined EmotionalAd Strategy

“Emotional campaigns are more effective & more profitable than rational campaigns – even in ‘rational’ categories…”

23%

23%

43%

RationalAd Strategy

Combined EmotionalAd Strategy

Percentage reportingVery large profit gains(campaigns lasting 3+ years)

“The longer the time frame, the more emotions drive profit”

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DISCOVER & TARGET THE MOST EMOTIONAL PEOPLE

UNRULY CUSTOM AUDIENCES

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WHO ARE THEY? EMOTIONAL TRACE WHAT DO THEY FEEL?

WHAT DO THEY DO? BRAND LOYALTY AND PURCHASE

WHAT DO THEY CARE ABOUT?

Emotion: Emotional

Sociographic

AUDIENCE OPTIMIZATION FOR ENGAGEMENT

• 18-44 year olds

• Interested in Food• Interested in Movies• Use Internet Explorer• Use Chrome

Happiness

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CUSTOM AUDIENCE VIEWS: 75% UPLIFT IN PURCHASE INTENT

FMCG CASE STUDY

Data source: Unruly Activate and Unruly ShareRank data 2015

+89%+75%Views Delivered

Unruly Custom Audience: 38,546

Advertiser Target: 365,356

Increase in Brand

Promoters

36%Increase in

Brand Promoters

68%

AdvertiserTarget

UnrulyCustom Audience

Intended to Purchase

36%

Intended to Purchase

63%

AdvertiserTarget

UnrulyCustom Audience

Title position hereYour title sit over itWITH UNRULY CUSTOM AUDIENCES,

EMOTIONAL TARGETING BECOMES A REALITY IN 2016

MAXIMIZE EARNED MEDIA & ENGAGEMENT

UNENGAGEDCONSUMER

ENGAGEDCUSTOM AUDIENCE

DON’T JUST REACH PEOPLE – MOVE PEOPLELET’S TALK