Mindshare Media Summit - Adapting to Emotions

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Adapting to Emotions What drives people and how to use it in marketing Riyadh, 19 th May 2014

description

Let's first start with you. What does the marketer today actually want, and value? On media side it's all about Reach. Vast majority of media spend goes almost singularly against Reach, any other consideration is far distant secondary, miles behind. Don't miss out on that new platform to get some extra eyeballs, invest in online just because it gives a tiny % extra over TV - basically just get as much stuff to as many places as possible. On creative side it's mostly about Rational messages - is my product shown enough, are we communicating all the 6 features that it does, do people consciously recall all that information bombarded at them. Overall, for marketers, it's about Quantity. Success and outcome is measured in GPRs, clicks, views, hours - with very few thoughts spared on actual impact and quality. Consumers, on the other hand, are exactly the polar opposite in all those dimensions. People's attention span is already heavily overloaded. They can now access 100 hours of new content for each minute of their life and the choice is ever-growing. What people want in this messy jungle more than anything is Relevance. How to get to content that is engaging and enjoyable for them. Not getting pushed by another boring hotel ad from the last trip where I will never go again, please! People are not interested in your product features, or remembering what logo was shown in the ad. They love good stories. They want them told in a way that touches their heart, moves their guts and enriches their daily life. People want more Emotions. It makes them feel alive and it makes them feel human. Knowing how many miles the car goes on a full tank makes them feel like Excel sheet. People really don’t want that. Overall, people want quality over quantity. They would much rather watch one good ad than ten regular ads. And marketers should listen to that because that's the way to take their craft to new heights. Put Marketers and Consumers side by side, and it becomes painfully obvious that the need for the industry to Adapt their ways is severe. Consumers have increasing choice to skip elsewhere if they don't like what's going on. The legacy approach of doing marketing by sheer force, pushing rational ads at people is working less and less by every single day. Smart and efficient marketing has to work on the terms of Consumers, and the industry has to adapt to that. The great thing about it is that in this adaptation lays a vast opportunity for significant improvement over what we already have today. This's what I'll be speaking about, focusing on the Rational - Emotional divide in particular, and what we can do about it now.

Transcript of Mindshare Media Summit - Adapting to Emotions

Page 1: Mindshare Media Summit - Adapting to Emotions

Adapting to Emotions

What drives people and how to use it in marketingRiyadh, 19th May

2014

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Reach

What does the marketer want?

Rational

Quantity

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Relevance

What does the consumer want?

Emotional

Quality

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Relevance

To connect, you need to adapt

Emotional

Quality

Reach

Rational

Quantity

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What we experience can’t be consciously expressed with accuracy

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The subconscious drives decisions, yet 90% of ad measurement still uses conscious self-reporting

Subconscious drives 90% of human behavior and

decision-making

Less than 10% of marketers are using subconscious

reporting methods

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A Quick History

1800s 1960s 2010sEmotions Facial coding Automated

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Darwin studied the similarities in expression between man and ape

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Dr Ekman’s facial coding became the de facto standard in psychology for decades

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Realeyes taught computers to do the coding

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Live Demo

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Multiplying effectiveness

Les Binet & Peter FieldMarketing in the Era of Accountability

“Emotional advertising is more effective and more profitable than rational campaigns.”

Donald GunnThe Gunn Report

“Creatively awarded advertising is 11x more efficient in market share growth.”

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Predicting success

Since 1954

Benchmark for excellence in creative quality

36k Entries

92 countries and 15 categories

JudgingSubmission > Shortlist >

Medals

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125m+frames with faces

45kpeople

4 wkturnaround

47

47 49

47

49

47

102

212

457Ads

Cannes case study

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9000+ variables

TrendsSmoothing

Avg, max, min

ContinuousDiscreteEvents

1.0

0.8

0.6

0.4

0.2

0

-0.2

-0.4

00 05 10 15 20 25 30 second

s

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Key patterns for success

Don’t drop the ball (happiness)

Use sadness early

Don’t start with confusion

Make women excited at the

end

Make women happy at the

end

Use disgust but recover

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Make women happy at the end

Female

Male

0:05 0:10 0:15 0:20 0:25 0:30

Peak in the last third of the video

SHORTLIST

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Don’t drop the ball

Happy

0:05 0:10 0:15 0:20 0:25

NOTHING

Avoid falling happiness after

first third ofthe video

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The more emotions the better

0.14

0.13

0.12

0.11

0.10

0.09

0.08

0.0 0.2 0.4 0.6 0.8 1.0

Bronze / SilverGold

Shortlisted

Nothing

Relative time

Happy aggregated trendlines

Steeper slope =

Better outcome

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0.50

0.60

0.70

0.80

0.75

0.66

0.63

Can we predict Cannes Lions in future?

YESshortlist with

75% accuracy!

In the future, medals will need more

data to get a solid

prediction model

SHORTLIS

T

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Volkswagen - The Force has excellent overall performance.

Better than 92% of ads

EmotionAll® Score

Volkswagen – The Force

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54,440YouTube views

59,359,723YouTube views

8Facebook shares

1,367,366Facebook shares

5Tweets

101,572Tweets

EmotionAll® Score 4

EmotionAll® Score 9

Volkswagen – The Force

Ford – Fiesta Fuel

Happiness %

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Automotive Case Study

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2.5xViews on YouTube

Social action conversion

7.5x

Consumers love emotional content

Videos with top quartileEmotionAll® score had:

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11

4k+

3

30”/2’

videos markets

people duration

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Short trailers or long episodes?

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Which videos to invest in?

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Which videos to invest in?

EmotionAll® score

The strongest videodrove 12 x more social actions

than average

Cambodia Episode

97

73%26% 3x

1.1

Roulette Episode Difference

Avg view to end

Social action conversion rate

12x12.9

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Relevance

Adapt to really connect with your audience

Emotional Quality

Reach Rational Quantity

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Realeyes Model

Optimise media

ROI+ =

Optimise engagement

Reallocateto maximise performance

Brand lift Purchase Intent

Social engagement

Refine creative

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