An innovative protocol
AOL and iligo have conducted an innovative study that places the measurment of emotions at the haert of advertising effectiveness issues. Indeed, it combines the passive measurement of the 6 emotions with the declarative measurement of performance indicators. Thus, it allows a better analysis of the data collected.
The link between emotion and memory
In fact, the results show that emotional responses to ads are more influential on a person’s purchase intent than the content itself.
Emotions help to optimize the competion rate
The completion rate of an advertising video refers to the proportion of individuals who view the entire video.
Indeed, there is a very clear correlation betweekn a positive emotional response and the time spent watching a video. An important attribute for advertisers wishing to optimize the effectiveness of their commercial ads.
Joy is the first emotional dirver.
Therefore, the primary objective of advertisers must be to create an emotional bond with buyers. As a result, customers will feel connected to the brand and will therefore buy more easily.