In the realm of digital advertising, there exists a profound truth: the heart of every successful campaign pulses with emotional resonance. This truth is not only supported by empirical data but has also been illuminated by the collaboration between Pinterest and System1, a trailblazer in the field of advertising effectiveness. Their recent research not only confirms the pivotal role of emotions in digital advertising but also offers a compass guiding advertisers towards crafting campaigns that resonate deeply with audiences.
The crux of their findings? Emotional digital ads wield the power to propel brands to new heights of awareness and recall. By delving into the anatomy of 50 Pinterest ads, a treasure trove of insights has been unearthed – insights that illuminate the path to not just creating memorable ads, but transformative ones.
The alchemy lies in the emotional response that ads evoke. Those that stir positive emotions within viewers tend to spark remarkable changes in behavior. They are catalysts that engage attention with fervor, imprinting themselves into the viewer’s memory. But it doesn’t end there; ads with the dual traits of rapid, unequivocal branding and an intense emotional tug have a further enchanting effect – they trigger substantial ad recall.
System1’s innovative Test Your Ad platform dons the hat of a maestro, conducting the emotional symphony within the viewers. It bestows upon ads a 1 to 5.9-Star Rating, an emblem of their prowess in steering long-term growth. From this orchestra of responses, a Spike Rating emerges, formed from the harmonic marriage of branding strength and emotional intensity. This Spike Rating dances like a compass, pointing towards short-term sales potential.
The results are as dazzling as they are convincing. Ads that boast a Star Rating surpassing the average scale manifest a staggering sixfold brand lift, propelling viewers into action with a newfound intent. Such ads also imprint themselves with a 20% higher ad recall. The phenomena deepens with ads that outshine the average Spike Rating, standing tall through rapid branding and a crescendo of emotional intensity. These luminaries, driven by high emotional appeal and swift branding, spark a surge in ad awareness and a tripling of action intent.
So, what lessons can be distilled from this symphony of insights?
1. Brand Early: The first notes matter the most. Given the fleeting nature of digital ad views, effective branding within the initial seconds is vital. Early and distinct branding not only increases effectiveness but also forms a symphony of brand fluency and awareness.
2. Appeal to the Right Brain: The right hemisphere of the brain wields a broader lens of attention, capturing the essence of a holistic narrative. Craft assets that resonate with the right brain – a landscape of characters, distinctive features, and a sense of place. The payoff? A 90% surge in brand favorability, as research reveals.
3. Use Cultural Touchpoints: Referencing shared cultural experiences – be it festive seasons, iconic events, or trending phenomena – triggers memory structures, kindling emotions and igniting the spark of action intent. These cultural references forge connections, transforming digital viewing into a shared, emotional experience.
4. Embrace Fluent Devices: Fluent Devices, the threads of recurring characters and scenarios, transcend swift recognition into a realm of enduring memory structures. They weave a tapestry of brand familiarity, essential for channels characterized by lower attention spans.
5. Continue the Story: Engaging digital narratives are akin to mesmerizing tales that beckon exploration. Whether static images or moving visuals, ensure optimal lighting, captivating frames, high-resolution assets, and artistic elements that beckon curiosity.
In the words of Orlando Wood, Chief Innovation Officer at System1, “Pinterest is in a unique position as its users come to the platform with intent, searching for specific needs and products, using narrow-beam attention, while also using the platform for discovery, using their broad-beam attention. This research gives brands a better understanding of how to engage consumers in a world that’s now fueling increasingly shorter attention spans.”
Antoine Le Notre, Head of Measurement EMEA at Pinterest, adds, “This new research with System1 indicates that it is worthwhile for brands to also speak to people’s right brain and that emotions are key for an ad to be memorable, but also crucially to drive incremental action intent.”
The lessons reverberate through this research, revealing a symphony of insights that illuminate the path towards crafting digital ads that resonate on an emotional level. In a digital landscape characterized by fleeting attention spans, tapping into the emotional pulse emerges as the key to enduring resonance and tangible action. As Simon Sinek aptly conveys, “People don’t buy what you do; they buy why you do it.” In the realm of digital advertising, the ‘why’ lies in the realm of emotions, an undisputed cornerstone of a successful campaign’s melody.