Measurement of Emotions at APAN Better Marketing 2024

Porto, Portugal – In an era where the media landscape is bombarded with content, understanding the true impact of advertising has never been more critical. Traditional metrics of reach and frequency, while still valuable, only tell part of the story. Enter the groundbreaking field of emotional engagement (EE) measurement. In this realm, the value of an impression is not just quantified by its visibility but by the quality of interaction it fosters with the audience.

We are excited to share insights from a presentation that will be made at the upcoming Better Marketing conference hosted by APAN on 10 May in Lisbon, Portugal. Our CEO Pedro Almeida, alongside Lauren Zweifler, the former SVP of NBCU Insights & Measurement, will unveil a study on “Measurement of Emotions” and its profound implications on the advertising industry.

The Value of Emotional Engagement

For years, marketers and advertisers have known that emotional connection plays a significant role in the effectiveness of TV advertising. However, quantifying this connection has been elusive—until now. Through meticulous research and systemic efforts, we’ve finally put a dollar value on emotional engagement. This achievement marks a pivotal moment in how we can strategize ad placements and maximize advertising outcomes.

Pioneering the Measurement of Emotions

The upcoming co-presentation promises to unlock several key insights into the valuation of emotional engagement. Here are just a few highlights attendees can look forward to:

• Quantifying Engagement’s Dollar Value: Our research now allows us to quantify precisely how much engagement with content contributes to determining advertising outcomes. This breakthrough enables advertisers to make informed decisions on where their budget is most effectively spent.
• Understanding Emotional Morphology: Different genres and shows evoke distinct emotional responses from their audiences. By describing the emotional morphology of these content pieces, we can now predict how each will influence the impact and outcome of every ad break.
• Valuating Strategic Ad Placement: Not all ad breaks are created equal. Our study provides a framework to valuate each pod and position within a break according to its predicted impact value. This insight is invaluable for optimizing ad placements to ensure maximal engagement and recall.

We are in a position to precisely quantify the dollar value of engagement with the content in determining ad outcomes.

Key Takeaways for Marketers

Three critical takeaways stand out:

1. Systematic Association Between EE and Ad Recall: Emotional engagement is far from a buzzword. It’s a predictor of ad recall, making it an indispensable metric for marketers aiming to leave a lasting impression. 🙂
2. The Power of Strategic Placement: Leveraging emotionally engaging content for ad placements isn’t just a tactic; it’s a strategic imperative that can amplify the impact of campaigns.
3. Genre- and Show-Specific Engagement Patterns: Recognizing how different genres and shows elicit varying degrees of emotional engagement offers a strategic blueprint for advertisers. This understanding allows for tailored, more effective ad placements across programming.

Emotional engagement isn’t just a buzzword; it’s a predictor of ad recall.

Looking Forward

If you want to unlock the potential of emotional engagement in your campaigns, join us at APAN’s Better Marketing conference and see Pedro and Lauren present “Measurement of Emotions”. For those who can’t make it but are eager to learn more, feel free to get in touch.

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