November 5, 2024

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Imarklab’s Formula for Effective Ads: Capturing Emotional Highs with FaceReader Online

Imarklab’s study with FaceReader Online reveals how ads with positive emotional peaks outperform others, providing insights into effective ad strategies.

Imarklab

Imarklab is a Canadian research and consulting firm specializing in digital marketing and consumer behavior analysis. By using cutting-edge technology like FaceReader Online, Imarklab helps brands gain insight into viewers’ emotional responses, allowing them to optimize their advertising strategies for stronger impact and audience engagement.

Challenge

The goal of Imarklab’s study was to analyze how different video ads impact viewers’ emotions and determine whether ads that end on a positive emotional rise perform better in terms of brand perception and shareability. Imarklab sought to understand which emotional elements in an ad contribute to a more favorable viewer response, ultimately providing a formula for creating effective ads.

Solution

To achieve this, Imarklab collaborated with Leger to analyze 10 video ads from brands across multiple industries, such as St-Hubert, Desjardins, and Nutrilait. Using FaceReader Online, Imarklab analyzed the facial expressions of 200 participants’ in real-time as they watched each ad. The data collected measured viewers’ emotional journeys throughout the ad, tracking moments of joy, surprise, and other emotions. After viewing, participants completed a survey to assess their engagement with each ad, their attitude towards the brand and their likelihood of sharing it on social media. 

By focusing on second-by-second emotional responses, Imarklab was able to pinpoint where each ad prompted peaks in positive emotions and identify how the final moments of each ad influenced overall viewer sentiment. This data-driven approach provided detailed insights into which specific elements within each ad helped generate the highest levels of engagement.

Statistical analysis shows that emotional valence during the last ad segment is almost perfectly correlated with the ad’s appreciation, intent to share on social media and perception as a pre-roll ad.

Results

The findings from Imarklab’s study show that ads from St-Hubert, Desjardins, and Nutrilait stood out, as these were the only ones producing a consistently positive emotional reaction throughout. These top-performing ads shared a key trait: each succeeded in steadily building positive viewer emotions, creating a heightened impact as the ads approached their conclusions.

St Hubert Desjardins Nutrilait

St-Hubert’s Ad: This ad showed a consistent rise in positive emotions towards the end, peaking during the final few seconds. The continuous upward trend in viewer emotions correlated with higher brand favorability and shareability, suggesting that maintaining an emotional crescendo can enhance ad impact.

Results st Hubert
The St. Hubert ad shows a positive emotional rise with a positive last impression

Desjardins’ Ad: Viewers showed a notable emotional rise midway through the ad, reaching a peak before gradually declining towards the end. This diminishing positive valence score in the final moments could have contributed to the ad’s lower shareability and brand favorability compared to St-Hubert. The findings suggest that for maximum impact, a more sustained positive emotional arc may be necessary, keeping viewer engagement high throughout and reinforcing the brand message at the close.

Results Desjardins
The Desjardins ad shows a positive emotional rise with a moderate negative last impression

Nutrilait’s Ad: This ad showed a steady rise in positive emotions, reaching its peak near the end before experiencing a sharp drop in the final seconds. Despite this late decline, the strong initial positive rise kept the Nutrilait ad among the top performers. This result suggests that ads with a strong build in positive emotions can still perform well, even if there is a notable drop at the conclusion.

Results Nutrilait
The Nutrilait ad shows a positive emotional rise with a strong negative last impression

Conclusion

Based on the study, Imarklab identified three best practices for creating effective video ads:

  1. Start with an Emotional Hook: Capture viewer attention early by introducing positive emotions in the opening seconds. This initial engagement sets a favorable tone and draws viewers in.
  2. Build Towards a Positive Emotional Peak: Maintaining a positive emotional trajectory that peaks towards the ad’s end helps create a lasting, impactful impression. A final emotional surge is key to enhancing brand recall and encouraging social sharing.
  3. Align Brand Presentation with Positive Emotions: For best results, integrate the brand message with moments of peak positivity. This association reinforces brand perception and maximizes the emotional resonance of the ad.

 

These insights underscore the value of using emotional data to craft ads that engage and resonate with viewers, ultimately leading to stronger brand connections and enhanced ad performance. 

For more information on how FaceReader Online can optimize your ad campaigns, contact us to arrange a demonstration today!

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