Evoking an emotional reaction from viewers is the mark of a great ad campaign, and UK banks seem particularly keen to jump on the emotional bandwagon. From the Lloyds Bank iconic black horse commercials and Nationwide’s lost scarf ad, to the Santander proposal, banks are tugging at the nation’s heartstrings with the aim of building trust and making customers feel safe and supported, as well as a little nostalgic.
But it’s not just the emotions evoked by the ad itself that are important; the emotional reaction to the content surrounding a placement is also vital. The impact of any ad can be diluted if placed in an irrelevant context or if the emotions elicited by the content contradict the message of the ad. Twitter-based research proves viewers who have an emotional reaction to a TV show are more likely to remember its commercials than those who do not. This trend is even more significant with digital advertising as – with such a diversity of online inventory available – ads can easily end up next to irrelevant or questionable content.
Using emotional targeting for ad placement
By using techniques such as natural language processing and advanced semantic targeting, advertisers can analyse and measure the emotional sentiment of any web content in real time, at URL level, determining a consumer’s likely emotional response. Target context can be defined by product, industry, and brand values, to ensure digital ads are placed next to relevant content that elicits the required emotions.
Is it similar to keyword targeting?
Keywords only provide limited insight into ad placements, and keyword targeting alone can lead to misunderstanding the context of content, or the emotion it provokes. Imagine if Coca Cola – a true master of emotional advertising with its ‘choose ha
ppiness’ campaign – targeted the keyword ‘soft drinks’. Its ad may be served next to an upbeat article about the essential ingredients for a summer picnic – a highly effective placement – but it could just as easily end up next to a gloomy analysis of the proposed sugar tax, which would be less than ideal.
No matter how poignant an ad might be, its true potential can only be realised when served alongside emotionally relevant content. Emotional targeting techniques allow advertisers to fully understand the context of the web page, increasing the effectiveness of online ads and brand safety.
From: IAB UK