Unruly uses emotional intelligence tools to analyze video content and predict how viewers will respond emotionally. Specifically, it identifies the type and intensity of emotions like joy, sadness, fear that are elicited by ads in order to predict whether the content will be widely shared on social media. The document discusses studies showing emotional ads are more effective at increasing sales and discusses tools from Unruly that analyze emotions, authenticity and other factors to help advertisers improve their video content.

1. Identify the top emotional responses
to video content Unruly uses to
predict shareability.
Learning objective of Module 2, Lesson 2

2. Video content is more influential than text
• A 2017 study assessed the
impact of social media content
formats on purchase behavior
among US internet users.
• 86% said they were swayed by
video to purchase a product.
• Text proved to have about half
the power of video, with only
44% of respondents inspired to
purchase a product after
reading.
Source: eMarketer, Influencer Marketing Roundup, August 2017

3. Emotional ads drive business results
• Academic and industry studies
show emotional ads impact
brand and business metrics.
• A Nielsen Consumer
Neuroscience study found
emotional ads deliver a 23%
uplift in sales volume.
• A Field, IPA and Gunn report
found emotional campaigns
were 10X more efficient than
rational campaigns.
Source: Greg Jarboe, The SEM Post, “Unruly Launches Emotional Intelligence Products for Digital Advertising,” Sept. 9, 2016

4. Tool tests emotional impact of video content
• Unruly, Nielsen, Affectiva, and
Moodagent launched Unruly
EQ in 2016.
• It’s a content testing tool that
uses a combination of
biometric, neurological,
emotional and audio testing
methods to give advertisers the
data they need to maximize the
emotional, social and business
impact of their video content.
Source: Greg Jarboe, The SEM Post, “Unruly Launches Emotional Intelligence Products for Digital Advertising,” Sept. 9, 2016

5. Deep emotional intelligence
• Unruly EQ enables us to:
• Identify the type and intensity
of emotions elicited by a social
video ad to predict its impact.
• Diagnose content for its
emotional impact to improve
creative quality.
• Analyze authenticity, brand
statements, brand impact,
purchase intent, and predicted
shareability.
Source: Greg Jarboe, The SEM Post, “Unruly Launches Emotional Intelligence Products for Digital Advertising,” Sept. 9, 2016

6. John Lewis’s “BusterTheBoxer”
• #BusterTheBoxer was the
most shared video ad of 2016
and the most shared John
Lewis ad ever.
• The 2-minute advert, which
features animals playing on a
family’s trampoline, appeared
at the top of Unruly’s annual
Top 20 Global Video Ads Chart
after attracting 1,949,387
shares across social media.
Source: Greg Jarboe, The SEM Post, “‘#BusterTheBoxer’ from John Lewis Tops List of Most Shared Ads of 2016,” Dec. 2, 2016

7. Sainsbury’s “The Greatest Gift”
• Keen to grab their own slice of
the festive action, Sainsbury’s
absolutely gave it their all with
“The Greatest Gift.”
• Voiced by James Corden, with
music and lyrics by the Flight of
the Conchords’ Bret MacKenzie,
no expense was spared.
• Using Unruly EQ, let’s take a
closer look at the 2 ads.
Source: Unruly, “Battle for Christmas 2016 John Lewis v Sainsbury’s,” Dec. 5, 2016

8. Which emotions did people feel?
Source: Unruly, “Battle for Christmas 2016 John Lewis v Sainsbury’s,” Dec. 5, 2016

9. Did the ads make people smile?
Source: Unruly, “Battle for Christmas 2016 John Lewis v Sainsbury’s,” Dec. 5, 2016

10. Did the ads change people’s hearts and minds?
Source: Unruly, “Battle for Christmas 2016 John Lewis v Sainsbury’s,” Dec. 5, 2016

11. Did the ads made the cash register ring?
Source: Unruly, “Battle for Christmas 2016 John Lewis v Sainsbury’s,” Dec. 5, 2016

12. Quiz: Watch 8 of the most shared ads from
Super Bowl 2017 and then identify the top 4
emotional responses to the video content that
Unruly used to predict each one’s shareability.