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TV ads

Which Xmas TV ad was the most ‘emotional’?

There are a few traditions we have all become accustomed to in the lead up to Christmas, from Black Friday to the Coca-Cola truck, but the one that generates the most debate in marketing circles now is the Christmas TV ads.

We all have our opinions on the ad we find the funniest, most emotional, most Christmassy, but who REALLY made the best Christmas commercial last year?

Leading Conversion Optimisation agency Endless Gain specialises in using biometrics and psychology to understand human emotions and behaviour, and has apparently discovered the answer.

Garret Cunningham, Chief Operations Officer at Endless Gain said: “We focus on understanding consumers’ emotions when they engage with our customers’ websites. By understanding their emotions, we can then optimise them, reducing negativity and helping our clients be sure the experience consumers have when visiting their website is positive.

“With the ability to measure an individual’s emotional response to stimulus, such as websites, images and videos we thought it would be fun to turn this to the Christmas TV ads and stretch our analytical muscles to see what we can uncover.

For the study, Endless Gain chose six ajor retailers (Asda, Aldi, Argos, John Lewis, Marks and Spencer and and analysed which ad created the greatest emotional response from the UK public – whether that reaction was positive or negative – and how that influenced their brand recall and preference.

Results covered:

  • Who created the most engaging ad
  • Was this driven by positive or negative emotions
  • Which ad made us feel good for the longest
  • Who failed to ignite the hearts of the audience
  • Who achieved peak joy

Analysis found that Aldi had the most engaging advert, 30% of the ad’s length the audience registered a significant change in emotions. M&S had the second highest level of emotional arousal (22%), followed by Asda with less than  15%. Regarding memorable ads, Aldi, Asda John Lewis and M&S all rated highly, while Argos and Very failed to make an impression.

The full report can be accessed below.

Who made the best Christmas TV advert this year? Biometrics has the answer…

TV advertising 90% too expensive

Research by the UCL School of Management has found that TV advertisers could save costs of up to 90% and increase response rates by better understanding viewer behaviour and providing smarter targeted advertising.

In the research, Professor Yiting Deng from UCL School of Management and Carl F. Mela, a professor at Fuqua School of Business, used data from set-top boxes to watch what people viewed, and scanner data on the viewers’ purchase history to better understand viewer behaviour and propose effective ways for advertisers to improve their targeting profitability.

“The digital targeting of advertising on television is transforming. Digital TV is allowing the measurement of household TV viewing, to better forecast household advertising exposure, and set-top boxes offer precise targeting of households,” says Deng. “With the growth of catch up TV and the ability to skip the adverts, broadcasters now have to change their ways.”

In the study, households were found to watch prime-time TV almost every night – with an average household watching it on 85% of days – and for most of the evening, watching 88% of peak hours from 8pm to midnight.

The study suggests that any gains from targeting largely come from what a viewer watches rather than whether they watch.

The findings indicate that micro-targeting can lower advertising costs and raise profit even in the face of ad avoidance. For example, when buying adverts in advance, it’s possible to lower costs per target ad view by over 90% taking into account consumers’ viewing behaviour. With real-time buy, it’s possible to lower costs per view and at the same time increase viewings. In one case, views to target households were shown to grow by 47% while costs reduced by 7%. Real-time ad buy is also found to substantially increase advertising ROI.

Overall, they found that the greatest potential to increase the profitability of advertising comes from monitoring the same individual or household’s behaviour over time – and the ability to buy advertising slots in real-time instead of in advance.

In addition, the report added that more effective targeting may open new paths to TV advertising pricing by allowing TV networks and cable companies to sell particular households as well as shows to advertisers.