22 May New Screenforce Study – Emotional Advertising as an Impact Booster
Our latest Study Collaboration with Screenforce Analyzes the Right Use of Emotions in Advertising
Emotions are an underrated influence, because advertising that appeals to them increases recall, likeability and purchase intent. Together with Screenforce we analysed emotions as an impact booster in advertising.
What we found out in the latest research cooperation named “Follow the Feelings”: emotions should be used in moderation: too little emotion bores users, while too much overwhelms them.
The time of day the ad is shown also affects its measurable impact. The new study with Screenforce shows not only that the sheer amount of emotion does not determine advertising success, but also how important the specific nature of the feelings triggered is.
The Key Findings
- Over 40 different emotional reactions from viewers to advertising content were precisely analysed using innovative AI technology.
- The study identifies the specific emotional patterns that lead to the strongest measurable sales results and the highest advertising impact.
- It looks closely at how different types of media influence emotions and how adverts can be adapted for each one.
- Media planning can benefit from these practical considerations. Marketers, media planners and creative agencies receive well-founded guidelines on how to optimally tailor emotional messaging to their target audience.
Download the Study Report and Watch the Recording of Our Latest Screenforce Webinar!
Stefan Schönherr
EVP Brand and Media & Partner
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Marvin Vogt
Senior Research Consultant
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