Emotions are increasingly important in online advertising as attention to digital ads declines and ad blocking rises. Brands that create social and emotional connections with audiences through video ads will be more successful. Predictive technology allows targeting of ads based on emotional responses, improving key brand metrics like favorability, advocacy, recall, and purchase intent. Ads that elicit above-average emotional engagement can drive up to a 23% lift in sales.

1. _
Why emotions matter
in online advertising
Kusuma Chumpuree-Reyntjes, Head
of Agency Sales, CEE

2. Attention to digital ads is dire

3. No wonder that trust in advertising is at an
all time low

4. And Ad Blocking is going up, up, up

5. This is how pre-roll ads make viewers feel

6. Social – not anti-social brands will win

7. How?

8. _
The growth of video sharing

9. With an audience of
1.44 billion consumers
Views, 72.6%
Views, 27.4%
Open web
youtube.com & embedded
YouTube player
The Open Web

10. With a tonne of data & insight

11. With Predictive Technology

12. _
With Polite Ad Formats
6 SEC VINE 30 SEC SPOT 6 MIN FILM

13. Find out why people share

14. Two key drivers of sharing
Social MotivationsPsychological Responses

15. Why emotions matter
Emotions improve all key brand metrics!
Favorability Advocacy
Recall Purchase Intent

16. Emotions drives smiles, shares and sales
Ads with above-average
EEG scores deliver
23% lift
in sales volume
Source: Nielsen Consumer Neuroscience Internal Study – FMCG Brands - 2015

17. Emotional targeting drives brand metrics

18. More likely to be favourable toward and
promote your brand, and more likely to buy
0
10
20
30
40
50
60
70
Increase No Change Decrease
70
28
1
45
49
5
%ofrespondents
UCA Target
0
10
20
30
40
50
60
Promoters Passives Detractors
57
29
14
32
27
41
%ofrespondents
UCA Target
0
10
20
30
40
50
60
70
80
Purchase
Intent
74
46
%ofrespondents
UCA Target
Brand Favourability
Q: How would you describe your overall opinion of
the brand compared to before you watched?
Net Promoter Score
Q: How likely is it that you would recommend this
brand to a friend or colleague?
Purchase Intent
Q: How likely would you be to buy the product
shown in the video?
56% uplift in Brand Favourability
Unruly Custom Audience vs your target audience
78% uplift in Brand Promoters
Unruly Custom Audience vs your target audience
61% uplift in Purchase Intent
Unruly Custom Audience vs your target audience

19. Can you watch one of the saddest ads of all
time without crying?

21. How did your feelings compare to others?
Top 4 Emotional Responses

22. Can you watch one of the funniest ads of all
time without laughing?

24. How did your feelings compare to others?
Top 4 Emotional Responses Top 4 Negative Emotions

25. Thanks for watching! Any questions?