Nov 2016

Future of Advertising.

Let’s get emotional.

By 2020 we will have

fewer but better ads

“Better” starts with the creative.

Creative is the most important, and most overlooked driver of marketing success.

Source: Mars Inc. & Tivo Research’ TRA single source methodology’ (p9.), 2011

“We need to avoid the ‘crap trap’ of content”– Marc Pritchard, CMO of P&G

“Great Creative is kryptonite to ad blocking”– Gayle Fuguitt, CEO of ARF

“Empathy is the superpower of building brands right now. It will be the difference between brand that excel and those that struggle”– Frank Cooper: Chief Marketing and Creative Officer, Buzzfeed

“…agencies need to think smarter, like using automation to improve efficiency, and offer higher "value-added" services in data, insight, analytics content and other areas beyond paid-for media.”– Stephen Allen CEO MediaCom

“Emotional data will eventually become much more important to marketers than behavioural data.– Tracey Follows, Chief Strategy and Innovation Officer, The Future Laboratory.

Emotion measurement can guide better marketing decisions

Source: Prof Gerald Zaltman, Harvard Business School, 'How Customers Think’ (p40.), 2011

Over 90% of human behaviour is driven by emotions

MEDIA EMOTIONS OUTCOMES

8,000+ videos

60+ countries

+1.4m viewers+ 35b data points

Basic emotions

Attention metrics

Audio emotions

75% accuracy in identifying TV ads with high/low sales lift

78% accuracy in identifying movie trailers with high/low social media success

67% accuracy in identifying charity ads with high/low donations

We’ve already got started.

Money is now moving from media (how much) to creative (how good).

Soon, better metrics and measurement will supply the confidence to advertise less.

“People will forget what you’ve said, people will forget what you did, but people will never forget how you made them feel.”

– Maya Angelou

Thank You!