YouTube alone receives more than a billion visitors per month and MWP reports that 55% of people watch videos online everyday. That's a lot of content demanding consumer attention. Well, we can't rewind, we've gone too far! Brands are struggling more than ever to standout in such a saturated environment. IAB reports that advertisers are spending on average more than $10m a year on digital video, an 85% increase within just two years. Quantity isn't the answer though, adding more content in to the mix only adds noise - spray n pray is a strategy that advertisers can't afford to adopt, especially when each video has to perform across different formats, channels and devices. Video has to work hard and so quality always trumps quantity. Easier said than done right?
Brand video advertising has had to evolve for it to cut though and compete not only for attention but for engagement too. Consumer viewing behaviour needs more than the first few seconds to commit to a full view to the end, let alone a share.
Brands have learned that they need to make a deeper connection with it's audience - so it's no longer just about product, it's about purpose and values. It's about establishing an emotional connection with the consumer, that goes beyond a single one-off engagement - building on that equity over time.
Emotions move people. They inspire people. Emotions are what help brands establish their values to connect with consumers, in fact we know emotions are linked to sales from our research collaboration with Mars, Incorporated. Some brands have strategically moved away from the short term, tactical product-based advertising, to more meaningful content that resonates with its target audience. Tapping in to consumer emotion to make your brand values resonate is what elevates you above the rest.
Storytelling is human, it's in our DNA and has probably been the most effective method of communication we've ever had. Stories engage us and taps in to our emotions, making images more memorable and messages more potent.
Dove 'Real Beauty Sketches' by Ogilvy & Mather for example is more of a short film than an ad, which built on their Campaign for Real Beauty. The video aimed to show women that they are more beautiful than they think they are by comparing two sketches, the first created from describing themselves and the second from strangers. The second sketch always being more flattering than the first. It's a powerful and moving video.
Measuring emotions of your audience isn't a nice to have, it's a necessity for today's marketer. Realeyes measures genuine audience emotions via webcam, automating results, delivering insight within hours not weeks. Our process is simple, you just choose your audience sample and upload your videos to test. Done.