Emotions- Key to a Successful Campaign
Emotions are one crucial element of digital advertising that supersede responsive ad formats, cross-device presence and etc. The real long-term connection between a brand and its audience is driven by emotions — meaning that brands must trigger a positive emotional reaction in a consumer to gain access to their wallets.
While this concept is not necessarily new, the importance of understanding the sentiment that content on a page can provoke when placing digital ads continues to increase exponentially, and with good reason. Emotional ads outperform on almost all metrics, including profitability, and if they elicit strong feelings they are twice as likely to be shared on social media. By putting emotion at the heart of campaigns and ensuring that ads are well placed, brands can enhance engagement and forge a lasting bond with their Audience.
The most successful brands have earned audience recognition and loyalty through their ability to convey a simple and powerful emotional message in advertisements from search to display and video. Coca-Cola, for example, has cut through the noise with one word: happiness. Its “Choose Happiness” campaign links the brand with a basic emotional need and empowers consumers to feel that they can achieve and spread happiness by purchasing its product.
Despite the power of emotive ads, their message becomes redundant if they are not placed in the most relevant context to ensure maximum impact. For example, if a user searches for festive family activities, the most effective ads that accompany the results will be those that reflect the positive emotions associated with family bonding. The technology goes beyond simplistic keyword detection to uncover the true meaning of different words according to their context, allowing advertisers to assess not only the sentiment but also the emotional context of individual Web pages.
Emotion is becoming the greatest currency in digital advertising. But no matter how emotive and creative an ad, consumers could bypass it if not placed beside content in the correct context. Understanding the emotion in ads and placing them in the most effective context is vital to creating a truly engaging and immersive advertising experience. Instoried Research Labs, a Bengaluru Based startup builds products using Artificial Intelligence which tests the effectiveness of your content and offers smart recommendations to create a smart copy which would maximize the impact of your ad campaign.
Sharmin Ali, CEO of Instoried Research Labs says, "Content has come a long way since its inception. We currently live in an age where emotions have become one of the main drivers for buying behavior. My team has put together an AI enabled tool that can change the way you write and help you communicate better to your consumers than before. At Instoried, we test the effectiveness of content and help brands reach brand goals i.e. create a brand presence."
-by Vaibhav Venu