1.
WHY EMOTIONS MATTER IN ONLINE ADVERTISING
DON’T REACH PEOPLE – MOVE PEOPLE

2.
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Favorability Advocacy
Recall Purchase Intent
EMOTIONS IMPROVE ALL KEY BRAND METRICS!
WHY EMOTIONS MATTER

3.
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Source: Binet & Field, Institute of Practitioners in Marketing, 2008, Marketing in the Era of Accountability;
Binet & Field, Institute of Practitioners in Marketing, 2013, The Long and the Short of It
EMOTIONAL ADS DRIVE BUSINESS RESULTS
EMOTIONAL AD STRATEGIES MORE EFFECTIVE
THAN RATIONAL AND COMBINED AD STRATEGIES
Percentage reporting very
large business effects
16%
26%
31%
Rational
Ad Strategy
Combined Emotional
Ad Strategy
“Emotional
campaigns are more
effective & more
profitable than
rational campaigns –
even in ‘rational’
categories…”
23% 23%
43%
Rational
Ad Strategy
Combined Emotional
Ad Strategy
Percentage reporting
Very large profit gains
(campaigns lasting 3+ years)
“The longer the
time frame, the
more emotions
drive profit”

4.
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DISCOVER & TARGET THE MOST EMOTIONAL PEOPLE
UNRULY CUSTOM AUDIENCES

5.
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WHO ARE THEY? EMOTIONAL TRACE WHAT DO THEY FEEL?
WHAT DO THEY DO? BRAND LOYALTY AND PURCHASE WHAT DO THEY CARE ABOUT?
Emotion: Emotional
Sociographic
AUDIENCE OPTIMIZATION
FOR ENGAGEMENT
• 18-44 year olds
• Interested in Food
• Interested in Movies
• Use Internet Explorer
• Use Chrome
Happiness

6.
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CUSTOM AUDIENCE VIEWS:
75% UPLIFT IN PURCHASE INTENT
FMCG CASE STUDY
Data source: Unruly Activate and Unruly ShareRank data 2015
+89%
+75%
Views Delivered
Unruly Custom
Audience: 38,546
Advertiser Target:
365,356
Increase in
Brand
Promoters
36%
Increase in
Brand
Promoters
68%
Advertiser
Target
Unruly
Custom Audience
Intended to
Purchase
36%
Intended to
Purchase
63%
Advertiser
Target
Unruly
Custom Audience

7.
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WITH UNRULY CUSTOM AUDIENCES, EMOTIONAL
TARGETING BECOMES A REALITY IN 2016
MAXIMIZE EARNED MEDIA & ENGAGEMENT
UNENGAGED
CONSUMER
ENGAGED
CUSTOM AUDIENCE

8.
DON’T JUST REACH PEOPLE – MOVE PEOPLE
LET’S TALK