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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