{"id":71833,"date":"2026-05-22T11:48:24","date_gmt":"2026-05-22T09:48:24","guid":{"rendered":"https:\/\/www.eye-square.com\/en\/?p=71833"},"modified":"2026-05-23T09:54:01","modified_gmt":"2026-05-23T07:54:01","slug":"screenforce-study-follow-the-feelings","status":"publish","type":"post","link":"https:\/\/www.eye-square.com\/en\/screenforce-study-follow-the-feelings\/","title":{"rendered":"New Screenforce Study \u2013 Emotional Advertising as an Impact Booster"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_column][\/vc_column][vc_column][\/vc_column][vc_column][\/vc_column][vc_row css_animation=&#8221;&#8221; row_type=&#8221;row&#8221; use_row_as_full_screen_section=&#8221;no&#8221; type=&#8221;full_width&#8221; angled_section=&#8221;no&#8221; text_align=&#8221;left&#8221; background_image_as_pattern=&#8221;without_pattern&#8221;][vc_column][vc_empty_space height=&#8221;30&#8243;][vc_single_image image=&#8221;71840&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; onclick=&#8221;custom_link&#8221; img_link_target=&#8221;_blank&#8221; css=&#8221;&#8221; qode_css_animation=&#8221;&#8221; link=&#8221;https:\/\/www.eye-square.com\/en\/eye-square-insights-series\/&#8221;][\/vc_column][\/vc_row][vc_row css_animation=&#8221;&#8221; row_type=&#8221;row&#8221; use_row_as_full_screen_section=&#8221;no&#8221; type=&#8221;full_width&#8221; angled_section=&#8221;no&#8221; text_align=&#8221;left&#8221; background_image_as_pattern=&#8221;without_pattern&#8221; z_index=&#8221;&#8221;][vc_column][vc_empty_space height=&#8221;30&#8243;][vc_column_text css=&#8221;&#8221;]<\/p>\n<h1 class=\"entry-title\" style=\"text-align: left;text-transform: none\">Our latest Study Collaboration with Screenforce Analyzes the Right Use of Emotions in Advertising<\/h1>\n<p>[\/vc_column_text][vc_empty_space height=&#8221;15&#8243;][vc_column_text css=&#8221;&#8221;]Emotions are an underrated influence, because advertising that appeals to them increases recall, likeability and purchase intent. Together with <strong><a href=\"https:\/\/screenforce.de\/\" target=\"_blank\" rel=\"noopener\">Screenforce<\/a><\/strong> we analysed emotions as an impact booster in advertising.<\/p>\n<p>What we found out in the <a href=\"https:\/\/www.screenforce.de\/whats\/follow-feelings-warum-werbung-mit-positiven-emotionen-besser-wirkt\" target=\"_blank\" rel=\"noopener\"><strong>latest research cooperation named &#8220;Follow the Feelings&#8221;<\/strong><\/a>: emotions should be used in moderation: too little emotion bores users, while too much overwhelms them.<\/p>\n<p>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.[\/vc_column_text][vc_empty_space height=&#8221;30&#8243;][vc_column_text css=&#8221;&#8221;]<\/p>\n<h2 class=\"entry-title\" style=\"text-align: left;text-transform: none\">The Key Findings<\/h2>\n<p>[\/vc_column_text][vc_empty_space height=&#8221;15&#8243;][vc_column_text css=&#8221;&#8221;]<\/p>\n<ul>\n<li>Over 40 different emotional reactions from viewers to advertising content were precisely analysed using innovative AI technology.<\/li>\n<li>The study identifies the specific emotional patterns that lead <a href=\"https:\/\/www.eye-square.com\/en\/sandbox\/\" target=\"_blank\" rel=\"noopener\"><strong>to the strongest measurable sales results and the highest advertising impact.<\/strong><\/a><\/li>\n<li>It looks closely at how different types of media influence emotions and how adverts can be adapted for each one.<\/li>\n<li><strong><a href=\"https:\/\/www.eye-square.com\/en\/brand-and-media-research\/\" target=\"_blank\" rel=\"noopener\">Media planning<\/a><\/strong> 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.<\/li>\n<\/ul>\n<p>[\/vc_column_text][vc_empty_space height=&#8221;30&#8243;][vc_column_text css=&#8221;&#8221;]<\/p>\n<p style=\"text-align: center\"><a href=\"https:\/\/www.pressebox.de\/pressemitteilung\/eye-square-gmbh\/eye-square-und-screenforce-verffentlichen-neue-erkenntnisse-zur-emotionalen-wirkung-von-werbung\/boxid\/1298712\" target=\"_blank\" rel=\"noopener\"><strong>Get more details on Pressebox!<\/strong><\/a><\/p>\n<p>[\/vc_column_text][vc_empty_space height=&#8221;30&#8243;][\/vc_column][\/vc_row][vc_row css_animation=&#8221;&#8221; row_type=&#8221;row&#8221; use_row_as_full_screen_section=&#8221;no&#8221; type=&#8221;full_width&#8221; angled_section=&#8221;no&#8221; text_align=&#8221;center&#8221; background_image_as_pattern=&#8221;without_pattern&#8221; z_index=&#8221;&#8221;][vc_column][vc_empty_space height=&#8221;15&#8243;]<a  itemprop=\"url\" href=\"https:\/\/www.pressebox.de\/pressemitteilung\/eye-square-gmbh\/eye-square-und-screenforce-verffentlichen-neue-erkenntnisse-zur-emotionalen-wirkung-von-werbung\/boxid\/1298712\" target=\"_blank\" data-hover-background-color=\"#131631\" data-hover-border-color=\"#131631\" data-hover-color=\"#ffffff\" class=\"qbutton  default\" style=\"color: #ffffff; border-color: #007fff; margin: 5px 5px 5px 5px; border-radius: 25px;-moz-border-radius: 25px;-webkit-border-radius: 25px; background-color:#007fff;\">Read more!<\/a>[vc_empty_space height=&#8221;30&#8243;][\/vc_column][\/vc_row][vc_row css_animation=&#8221;&#8221; row_type=&#8221;row&#8221; use_row_as_full_screen_section=&#8221;no&#8221; type=&#8221;full_width&#8221; angled_section=&#8221;no&#8221; text_align=&#8221;left&#8221; background_image_as_pattern=&#8221;without_pattern&#8221; z_index=&#8221;&#8221;][vc_column width=&#8221;1\/3&#8243;][vc_empty_space height=&#8221;30&#8243;][vc_empty_space height=&#8221;25&#8243;][vc_column_text css=&#8221;&#8221;]<\/p>\n<h2 class=\"entry-title\" style=\"text-align: left;text-transform: none\">Press<\/h2>\n<p>[\/vc_column_text][vc_empty_space height=&#8221;30&#8243;][\/vc_column][vc_column width=&#8221;1\/3&#8243;][vc_empty_space height=&#8221;30&#8243;][vc_empty_space height=&#8221;25&#8243;][vc_column_text css=&#8221;&#8221;]<strong><a href=\"https:\/\/www.wuv.de\/Themen\/Media\/Emotionen-Der-unterschaetzte-Wirkungshebel-im-Mediaplan-und-wie-sie-ihn-umlegen\" target=\"_blank\" rel=\"noopener\">w&amp;v.de<\/a><\/strong><\/p>\n<p style=\"text-align: left\"><a href=\"https:\/\/www.horizont.net\/medien\/nachrichten\/follow-the-feelings-wieso-screenforce-in-diesem-jahr-auf-die-ganz-grossen-gefuehle-setzt-234427\" target=\"_blank\" rel=\"noopener\"><strong>Horizont.net<\/strong><\/a><\/p>\n<p><a href=\"https:\/\/www.markenartikel-magazin.de\/_rubric\/detail.php?rubric=marke-marketing&amp;nr=97870\" target=\"_blank\" rel=\"noopener\"><strong>Markenartikel-Magazin.de<\/strong><\/a>[\/vc_column_text][vc_empty_space height=&#8221;30&#8243;][vc_empty_space height=&#8221;30&#8243;][\/vc_column][vc_column width=&#8221;1\/3&#8243;][vc_empty_space height=&#8221;30&#8243;][vc_empty_space height=&#8221;25&#8243;][vc_column_text css=&#8221;&#8221;]<a href=\"https:\/\/www.markt-kom.com\/de\/medien\/media\/screenforce-studie-emotionale-werbung-als-wirkungsbooster\/\" target=\"_blank\" rel=\"noopener\"><strong>Markt-Kom.com<\/strong><\/a><\/p>\n<p><a href=\"https:\/\/campaigngermany.de\/news\/beitrag\/3375-wie-kreative-aus-tv-spots-mehr-wirkung-herausholen-koennen.html\" target=\"_blank\" rel=\"noopener\"><strong>Campaigngermany.de<\/strong><\/a>[\/vc_column_text][vc_empty_space height=&#8221;30&#8243;][vc_empty_space height=&#8221;30&#8243;][\/vc_column][\/vc_row][vc_row css_animation=&#8221;&#8221; row_type=&#8221;row&#8221; use_row_as_full_screen_section=&#8221;no&#8221; type=&#8221;full_width&#8221; angled_section=&#8221;no&#8221; text_align=&#8221;left&#8221; background_image_as_pattern=&#8221;without_pattern&#8221; z_index=&#8221;&#8221; css=&#8221;.vc_custom_1779439993955{padding-top: 35px !important;padding-right: 35px !important;padding-left: 35px !important;background-color: #DFE1F2 !important;}&#8221;][vc_column][vc_empty_space height=&#8221;30&#8243;][vc_column_text css=&#8221;&#8221;]<\/p>\n<h1 class=\"entry-title\" style=\"text-align: center;text-transform: none\">Download the Study Report and Watch the Recording of Our Latest Screenforce Webinar!<\/h1>\n<p>[\/vc_column_text][vc_empty_space height=&#8221;20&#8243;][vc_single_image image=&#8221;71838&#8243; img_size=&#8221;medium&#8221; alignment=&#8221;center&#8221; onclick=&#8221;custom_link&#8221; css=&#8221;&#8221; qode_css_animation=&#8221;&#8221; link=&#8221;https:\/\/www.screenforce.de\/event\/webinar-follow-the-feelings&#8221;][vc_empty_space height=&#8221;30&#8243;][\/vc_column][\/vc_row][vc_row css_animation=&#8221;&#8221; row_type=&#8221;row&#8221; use_row_as_full_screen_section=&#8221;no&#8221; type=&#8221;full_width&#8221; angled_section=&#8221;no&#8221; text_align=&#8221;center&#8221; background_image_as_pattern=&#8221;without_pattern&#8221; z_index=&#8221;&#8221; css=&#8221;.vc_custom_1779439776705{padding-right: 35px !important;padding-bottom: 35px !important;padding-left: 35px !important;background-color: #DFE1F2 !important;}&#8221;][vc_column][vc_empty_space height=&#8221;15&#8243;]<a  itemprop=\"url\" href=\"https:\/\/www.screenforce.de\/event\/webinar-follow-the-feelings\" target=\"_blank\" data-hover-background-color=\"#131631\" data-hover-border-color=\"#131631\" data-hover-color=\"#ffffff\" class=\"qbutton  default\" style=\"color: #ffffff; border-color: #007fff; margin: 5px 5px 5px 5px; border-radius: 25px;-moz-border-radius: 25px;-webkit-border-radius: 25px; background-color:#007fff;\">Go to Screenforce!<\/a>[vc_empty_space height=&#8221;30&#8243;][\/vc_column][\/vc_row][vc_row css_animation=&#8221;&#8221; row_type=&#8221;row&#8221; use_row_as_full_screen_section=&#8221;no&#8221; type=&#8221;full_width&#8221; angled_section=&#8221;no&#8221; text_align=&#8221;left&#8221; background_image_as_pattern=&#8221;without_pattern&#8221; z_index=&#8221;&#8221;][vc_column][vc_empty_space height=&#8221;30&#8243;][vc_separator type=&#8221;normal&#8221; thickness=&#8221;2&#8243; up=&#8221;12&#8243; down=&#8221;12&#8243;][vc_empty_space height=&#8221;30&#8243;][\/vc_column][\/vc_row][vc_row css_animation=&#8221;&#8221; row_type=&#8221;row&#8221; use_row_as_full_screen_section=&#8221;no&#8221; type=&#8221;full_width&#8221; angled_section=&#8221;no&#8221; text_align=&#8221;left&#8221; background_image_as_pattern=&#8221;without_pattern&#8221; z_index=&#8221;&#8221;][vc_column width=&#8221;1\/2&#8243;][vc_empty_space height=&#8221;20px&#8221;][vc_single_image image=&#8221;61601&#8243; css=&#8221;&#8221; qode_css_animation=&#8221;&#8221;][vc_empty_space height=&#8221;15px&#8221;][vc_column_text css=&#8221;&#8221;]<strong>Stefan Sch\u00f6nherr<\/strong><br \/>\n<strong>EVP Brand and Media &amp; Partner<\/strong><\/p>\n<div class=\"vc_empty_space\"><\/div>\n<p><strong>eye square<\/strong>[\/vc_column_text][vc_empty_space height=&#8221;15px&#8221;]<span class='q_social_icon_holder circle_social' data-color=#131631 data-hover-background-color=#ffffff data-hover-color=#007fff><a itemprop='url' href='de.linkedin.com\/in\/stefan-sch\u00f6nherr-330b5160' target='_blank'><span class='fa-stack fa-2x' style='background-color: #ffffff;'><i class=\"qode_icon_font_awesome fa fa-linkedin \" style=\"color: #131631;\" ><\/i><\/span><\/a><\/span>[vc_empty_space height=&#8221;15px&#8221;][\/vc_column][vc_column width=&#8221;1\/2&#8243;][vc_empty_space height=&#8221;20px&#8221;][vc_single_image image=&#8221;36833&#8243; css=&#8221;&#8221; qode_css_animation=&#8221;&#8221;][vc_empty_space height=&#8221;15px&#8221;][vc_column_text css=&#8221;&#8221;]<strong>Marvin Vogt<\/strong><br \/>\n<strong>Senior Research Consultant<\/strong><\/p>\n<div class=\"vc_empty_space\"><\/div>\n<p><strong>eye square<\/strong>[\/vc_column_text][vc_empty_space height=&#8221;15px&#8221;]<span class='q_social_icon_holder circle_social' data-color=#131631 data-hover-background-color=#ffffff data-hover-color=#007fff><a itemprop='url' href='https:\/\/www.linkedin.com\/in\/marvin-vogt\/' target='_blank'><span class='fa-stack fa-2x' style='background-color: #ffffff;'><i class=\"qode_icon_font_awesome fa fa-linkedin \" style=\"color: #131631;\" ><\/i><\/span><\/a><\/span>[vc_empty_space height=&#8221;15px&#8221;][\/vc_column][\/vc_row][vc_row css_animation=&#8221;&#8221; row_type=&#8221;row&#8221; use_row_as_full_screen_section=&#8221;no&#8221; type=&#8221;full_width&#8221; angled_section=&#8221;no&#8221; text_align=&#8221;left&#8221; background_image_as_pattern=&#8221;without_pattern&#8221;][vc_column][vc_empty_space height=&#8221;30&#8243;][\/vc_column][\/vc_row][vc_column][\/vc_column]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>[vc_column][\/vc_column][vc_column][\/vc_column][vc_column][\/vc_column][vc_row css_animation=&#8221;&#8221; row_type=&#8221;row&#8221; use_row_as_full_screen_section=&#8221;no&#8221; type=&#8221;full_width&#8221; angled_section=&#8221;no&#8221; text_align=&#8221;left&#8221; background_image_as_pattern=&#8221;without_pattern&#8221;][vc_column][vc_empty_space height=&#8221;30&#8243;][vc_single_image image=&#8221;71840&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; onclick=&#8221;custom_link&#8221; img_link_target=&#8221;_blank&#8221; css=&#8221;&#8221; qode_css_animation=&#8221;&#8221; link=&#8221;https:\/\/www.eye-square.com\/en\/eye-square-insights-series\/&#8221;][\/vc_column][\/vc_row][vc_row css_animation=&#8221;&#8221; row_type=&#8221;row&#8221; use_row_as_full_screen_section=&#8221;no&#8221; type=&#8221;full_width&#8221; angled_section=&#8221;no&#8221; text_align=&#8221;left&#8221; background_image_as_pattern=&#8221;without_pattern&#8221; z_index=&#8221;&#8221;][vc_column][vc_empty_space height=&#8221;30&#8243;][vc_column_text css=&#8221;&#8221;] Our latest Study Collaboration with Screenforce Analyzes the Right Use of Emotions in Advertising [\/vc_column_text][vc_empty_space height=&#8221;15&#8243;][vc_column_text css=&#8221;&#8221;]Emotions are&#8230;<\/p>\n","protected":false},"author":21,"featured_media":71839,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7205,7206,1],"tags":[],"class_list":["post-71833","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-7205","category-brand-and-media-research","category-news"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.7.1 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Screenforce Study &quot;Follow the Feelings&quot;<\/title>\n<meta name=\"description\" content=\"We used AI facial analysis and over 10,000 ad exposures to getprecise insights into emotional responses to advertising.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.eye-square.com\/en\/screenforce-study-follow-the-feelings\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"New Screenforce Study \u2013 Emotional Advertising as an Impact Booster\" \/>\n<meta property=\"og:description\" content=\"We used AI facial analysis and over 10,000 ad exposures to getprecise insights into emotional responses to advertising.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.eye-square.com\/en\/screenforce-study-follow-the-feelings\/\" \/>\n<meta property=\"og:site_name\" content=\"eye square\" \/>\n<meta property=\"article:published_time\" content=\"2026-05-22T09:48:24+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-05-23T07:54:01+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.eye-square.com\/en\/wp-content\/uploads\/sites\/4\/2026\/05\/New-Screenforce_Study_Follow-the_Feelings_Emotions_in-Advertising_eye_square_Featured.png\" \/>\n\t<meta property=\"og:image:width\" content=\"600\" \/>\n\t<meta property=\"og:image:height\" content=\"600\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Astrid Aumayer\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@aumayer\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Astrid Aumayer\" 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