The importance of a positive rise in an advertisement
The Canadian marketing company Imarklab used FaceReader Online to monitor respondents’ facial expressions while they viewed video ads.
They showed 200 participants 10 different short advertisements of different brands.
When they looked at the ad that respondents liked the most, they saw that this ad also yielded the most positive
emotional reaction. Interestingly, the emotional journey was the most powerful predictor of ad appreciation.
A positive rise in emotion in the last 5 seconds of the ad proved to be especially important for creating an effective ad.
See below for the Advertisement side by side with the Valence chart. And read their full post for the five best practises for creating effective video ads.
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