Congruent or Complementary?

Transcription

1 Congruent or Complementary? Dr. Michael Fretschner Insight Director, EMEA - A study on the emotional fit between publisher and video ad

2 The Rationale: Matching emotions Can emotional congruence between video ads and publisher sites boost ad performance (in terms of Dwell Time and CTR)? Or is there a complementary effect between emotions evoked by video ads and publisher sites?

3 Wait a minute native video? What does native mean, anyhow? Wie definierst du Native Advertising? Native Advertising ist eine Form der bezahlten Online-Werbung, die sich optisch und funktional an die Inhalte der Ausspielseite anpasst. Heißt: Beim Native Advertising werden die werblichen Inhalte so platziert und aufbereitet, dass sie nicht nur bezogen auf das Look&Feel redaktionell anmuten, sondern auch vom Content her dem Stil der redaktionellen Inhalte der entsprechenden Webseite angepasst sind. Als Abgrenzungskriterium zu klassischen Werbebotschaften kann der Anspruch dienen, dass der im Rahmen von Native Advertising publizierte Content dem User einen inhaltlichen Mehrwert bieten soll. Yunfeng Cui, G+J e MS Wie definierst du Native Advertising? Marius Gebicke, DEFINE MEDIA Native Advertising befindet sich im Umfeld von redaktionell erstellten Artikeln, Informationen oder Nachrichten in Online-Publikationen. Die Teaser der Native Ads passen sich an redaktionelle Teaser an, sind dabei aber immer klar als werblich gekennzeichnet. Andre Alpar, Business Angel

4 Our formats Is thereone a native one native? at all? Which is the most In-Article Vertical Video In-Stream UNmissable In-Page

5 We have a winner: Which In-Article one is is considered the most native? much less intrusive than In-Stream. 70% 9 or 10 (Extremely intrusive) 0 to 2 (Not at all intrusive) 60% 50% 40% 40% 40% 30% 20% 10% 13% 8% 0% Video Pre-Roll In-Article Video Source: The Washington Post, Ad blocking perspective and plan, January 2016

6 Pick up peeps at where they are emotionally by finding the perfect emotional match between video ad and publisher site.

7 How did we study that? Which Methodological one is the most approach native? A combination of various data sources: Unruly EQ emotional video ad analysis Grapeshot emotional publisher site analysis Unruly X video performance data (CTR) Moat Video Performance Data (Dwell Times) Data set: 90 videos distributed by Unruly Across 190 publisher sites in four key markets 2700 video ad placements analysed (Placement = Video + Site) 27MM views altogether

8 1. Happiness 2. Exhilaration 3. Amazement 4. Inspiration 5. Hilarity 6. Sadness 7. Warmth 8. Pride 9. Nostalgia 10. Surprise 11. Knowledge 12. Shock Emotion is a complex state of feeling that results in physical and psychological changes that influence thought and behavior. (Schacter et al., 2011)

9 Publisher site coding example E.g. Warmth Word Cloud Warmth Puppy Baby Page is connected to Warmth

10 Defining a highly congruent placement Inspiration Highly Congruent A video ad that falls into top 30% for a particular emotion (EQ) distributed on a site that is also in the top 30% for that emotion (Grapeshot) Video: Knorr s Love at First Taste Highly inspirational Site: Allrecipes.co.uk Highly inspirational

11 Defining a non-highly congruent placement Inspiration Not Highly Congruent A video ad that falls into top 30% for a particular emotion (EQ) distributed on a site that is also in the bottom 30% for that emotion (Grapeshot) Video: Knorr s Love at First Taste Highly inspirational Site: Denofgeek.com Not inspirational

12 Okay, interesting stuff so what did you find out?

13 Results Users viewed ads longer when placed on sites with congruent emotions. Average In-View Time for all emotions (in seconds) % Not Highly Congruent Highly Congruent

14 Results CTR got an even bigger boost by congruent emotions. Average CTR for all emotions (in percent) 1,2% +24% 1,0% 0,8% 0,6% 0,4% 0,2% 0,0% Not Highly Congruent Highly Congruent

15 Results Some examples Average In-View Time (in seconds) % +24% +50% Not Highly Congruent 5 Highly Congruent 0 Exhilarating Videos on Exhilarating Sites Warm Videos on Warm Sites Nostalgic Videos on Nostalgic Sites

16 Results and for clicks, too. Average CTR (in percent) 1,6% 1,4% 1,2% 1,0% 0,8% 0,6% 0,4% 0,2% 0,0% +44% +32% +83% Happy Videos on Happy Sites Exhilarating Videos on Exhilarating Sites Nostalgic Videos on Nostalgic Sites Not Highly Congruent Highly Congruent

17 However where to best place a shocking video? Shocking Site Hilarious Site Exhilarating Site

18 Surprise! A shocking video ad has higher engagement rates on exhilarating or hilarious sites, compared to shocking sites. Average CTR (in percent) 1,22% 1,18% 1,05% Shocking Videos on Exhilarating Sites Shocking Videos on Hilarious Sites Shocking Videos on Shocking Sites

19 And where to place hilarious videos? Hilarious Site Happy Site Nostalgic Site

20 Indeed we see that some emotions can complement others and boost performance. Average CTR (in percent) 1,16% 1,14% 0,81% Hilarious Videos on Happy Sites Hilarious Videos on Nostalgic Sites Hilarious Videos on Hilarious Sites

21 Congruent? Complementary?

22 In a nutshell: There is no one best way of placements. Emotional congruence between video ads and sites boosts average ad performance. However, there are more emotional combinations of ad-x-site, often unexpected, that can enhance performance even further. Hilarious, shocking, or surprising ads using such simpler, faster, and easier-to-evoke emotions work better on a complementary environment. More complex, harder to evoke emotions like warmth, nostalgia or inspiration work better on congruent sites. Happiness Exhilaration Warmth Pride Amazement Nostalgia Inspiration Surprise Hilarity Knowledge Shock Sadness

23 Thank you.