Trust your emotions if you care about ROI in advertising.
Emotional video-ads perform better than both rational and emotio-rational.
Perform meaning brings a higher ROI.
These news comes from Mark Johnson from behavioural-economy consultancy BrainJuicer at european planning conference 2014 in Prague.
Have a look at the full presentation. It pretty much settles it.
You don’t have to be a rocket-scientists to realize that facts don’t motivate, emotions do. But rarely has research been provided within the field of advertising that once and for all cements the age old dispute between ratioanlity and emotion, science and the arts, drumming gorillas, moonwalking pony’s and….? Don’t remember?
Poet Maya Angelou said:
“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
And never is that more relevant than with advertising.
It doesn’t matter that a drumming gorilla didn’t tell people anything about Cadbury as a brand, they sold more chocolates. End of story.
For an very entertaining talk regarding the age old dispute in advertising between emotions and rationality, have a look at Rory Sutherland - planner extraordinaire’s talk. He’ll convince you of his argument even without the facts. What a coincident.
Rory Sutherland on Influence from The School of Life on Vimeo.
In the long run however - emotions or not - only brands that are good for people are good for business
Nicolas Makelberge [Strategic Planner]