Insights
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.
The highlights
• Greater long-term impact. The long-term impact of addressable TV ads was meaningfully stronger for addressable audiences. Ads shown to addressable TV audiences averaged 3.0 Stars, ranking them in the top 33% of all ads. Conversely, TV ads averaged 2.4 Stars among the broad, nationally representative audience, ranking them in the top 52% of ads. (System1’s IPA-validated Star Rating scale is from 1.0 to 5.9 Stars with +0.3 representing a meaningful uplift).
• 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.
• 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.
What's next?
Through this research, we now know that the right creative elicits emotion and engages both 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, let Finecast help you influence emotive responses via your TV ad creatives.
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