Data from the video marketplace highlights the effects of emotional impact
PRESS RELEASE UPDATED: FEB 7, 2019
Researchers say that emotional appeal as a branding strategy is even more effective than content information. Studies prove it is the best way to create a connection with consumers to give people the intent to make brand decisions.
In the latest addition of Adweek, creative strategist and author, Erik Oster, writes about how the 2019 Super Bowl ads express the importance of a brand’s emotional awareness in his article, “Microsoft and Google Were the Two Most Effective Super Bowl Ads, According to These Stats.” Unruly’s survey results reinforced this claim and ranked Microsoft and Google the top two brands to yield the greatest impact.
According to Oster, Unruly’s survey contains EQ score statistics that “are derived from composite metrics comprised of emotional impact, authenticity and purchase intent.” The ads to win top spots created feelings of pride, inspiration, and happiness for viewers, which further increased consumer engagement.
The Microsoft ad “We All Win” took first place with an Unruly EQ score of 7.5. The tech brand aimed to connect with potential consumers by showing how disabled children can enjoy gaming with the Microsoft Xbox Adaptive Controller while advertising the brands “Reindeer Games” holiday spot.
Google’s ad “100 Billion Words,” followed with an Unruly EQ score of 6.7. The commercial created a feeling of unity and connection by showcasing how words can bring people from different backgrounds together. High marks were earned for the ad’s credibility and authenticity.
Based on the research done on the feedback of these commercials, it is apparent that emotional advertising can be very successful. Advertisers have become increasingly more emotionally aware because of the connection these types of ads elicit with the consumer. Overall, an emphasis on emotion and authenticity leads to higher audience engagement.
For more information, check out Eric Oster’s “Microsoft and Google Were the Two Most Effective Super Bowl Ads, According to These Stats,” ErikDOster. (2019, February 07).
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