Addressable Advantage: How addressable TV makes audiences happy
Creative messaging optimisation within addressable media represents a huge opportunity for brands to dial up campaign effectiveness. But, it has been largely overlooked.
The right creative elicits emotion and engages both the left and right sides of the brain achieving the best results when telling brand stories on TV screens.
And, the more people feel, the more they buy. So, what does your ad make people feel? And how can you influence emotive response via your TV ad creatives?
To ignite an industry-wide creative awakening, we partnered with System1, a leader in advertising effectiveness to learn more about the emotive response that addressable TV ads evoke and what impact that has on business growth.
• Deeper emotion. TV ads elicited strong emotional intensity among the addressable TV audience, including more positive emotion, with 7% greater happiness and 6% fewer neutral reactions.
• Quicker response. Addressable audiences respond more intensely than the broader audience, therefore addressable TV ads are predicted to achieve better short-term business effects. Addressable TV audiences have an average Spike Rating that is 6% higher than the broad audience.
• Right-brain features. Ads with melody, people, humour and familiar places – right-brain attributes that trigger broad-beam awareness – produced more positive reactions, which lead to long-term business growth.