Emotional analytics are helping marketing professionals eliminate guess work when deciding what parts of their content will work with their audiences. Emotional analytics is the process of recording and analyzing emotional responses to ads. This allows marketers to be ultra-precise in their creative content and create products and campaigns that are truly consumer centric. While there has long been software to predict emotional responses to content- now marketers are using real life responses.
- Information about audiences’ online behaviours and preferences already fuels most programmatic targeting.
- Experience and gut feel from ad creators and marketers has always been supported by creative testing.
- Programmatic advertising requires ever more variations of adaptive and quality creative.
“Effective stories deliver an emotional arc, whereby sadness, confusion, or concern in subjects doesn’t mean an ad isn’t working—in fact, it can mean quite the opposite.”