At Cube AI and Leger, our analysis of thousands of participants’ reactions to ads reveals a powerful insight: an ad’s success and how consumers perceive the brand is deeply influenced by the shifts in positive emotions throughout the ad. Ads that lead viewers through an emotional journey—allowing for moments of excitement, tension, and resolution—are far more impactful than those with a consistent tone.
Emotional Journeys: A Key to Engagement
What drives this effect is the dynamic nature of emotional engagement. When ads create a rise in positive emotions, followed by a brief emotional dip or pause, and then return to an uplifting, rewarding resolution, they tap into a deeper level of viewer connection. This ebb and flow of emotions mimic the structure of compelling storytelling, where audiences are captivated by the anticipation of what’s next and rewarded with a positive outcome. The emotional movement enhances attention, making the ad more memorable and effective.
Ads that maintain a steady emotional tone can easily become forgettable. Those that allow viewers to experience a range of emotions, particularly those that resolve positively, leave a lasting imprint, influencing both immediate ad performance and long-term brand sentiment.
The Link Between Emotional Shifts and Brand Opinion
Our findings highlight a direct connection between these emotional dynamics and how consumers feel about the brand. When positive emotions are heightened and resolved within the ad, consumers are more likely to associate those positive feelings with the brand itself. This emotional transfer results in stronger brand loyalty and an overall improvement in brand opinion.
Advertisers aiming to boost brand perception should focus on delivering an emotional experience that moves through phases of excitement, intrigue, and resolution. This emotional journey aligns with how people naturally respond to stories and builds a subconscious connection with the brand.
Best Practices for Advertisers
To harness the power of emotional variation, advertisers should:
- Create a Narrative Arc: Craft a story that takes viewers through phases of emotional highs and lows, ultimately ending on a positive note. This structure holds attention and leaves the audience with a satisfying emotional resolution.
- Test Emotional Engagement: Continuously analyze how viewers’ emotions shift throughout the ad. Understanding where emotional peaks and valleys occur can help refine the ad to maximize its effectiveness.
- Focus on Positive Closure: Ensure the ad concludes on a strong, positive emotional note. This is crucial for leaving viewers with a favorable impression of both the ad and the brand.
In summary, ads that guide viewers through emotional shifts—building excitement, creating moments of intrigue, and concluding on a high note—deliver stronger results. These dynamic emotional experiences not only enhance ad performance but also foster deeper connections between consumers and brands, driving both immediate engagement and long-term loyalty. Contact 0ur team to help you reach your goals through ad optimization.
