We talk about reaching the right people at the right time with your digital ads, but what does that mean? In part, it means reaching them in the right mood.
Upbeat Moods Increase Ad Effectiveness
New research from Yahoo shows that the right viewer moods can boost ad effectiveness by up to 40 percent.
According to the research, “upbeat” is the most common mood, and it can make people 24 percent more receptive to advertisements and 40 percent more receptive to digital advertising.
Viewers prefer certain types of digital ads when they’re feeling upbeat, and engage at greater rates with:
- Native video content (3o percent)
- Content marketing (28 percent)
- Direct marketing (21 percent)
A viewer’s mood carries almost as much weight as what they’re doing at the moment. While 71 percent click on an ad if it aligns with their activity, 67 click on an ad if they’re in the right mood.
According to Yahoo’s data, viewers in the United States and the United Kingdom are most likely to be in “upbeat” moods between 11 a.m. and 2 p.m. These also happen to be the hours when they’re more likely to look for answers, inspiration and general life management.
For mobile advertisers, the news is even better. Upbeat smartphone users are 15 percent more likely to quickly follow up on digital ads than those in other moods. They’re also 25 percent more likely to say mobile digital ads provide inspiring prompts.
Viewers Prefer Hulu Ads to Television Ads in Every Mood
Going a little deeper, we see how mood impacts not only ad receptivity, but how it impacts platform choices. Remember, viewers in a good mood are even more receptive to digital advertising than they are to ads in general.
Recently, Hulu partnered with Leflein to build on research they’d completed previously on ad receptivity.
In the two waves of earlier research, Hulu and Leflein learned that:
- Ad receptivity is psychological.
- Few people are not at all receptive to ads, and those with low receptivity are a better focus for advertisers.
- Viewing with purpose means greater ad receptivity.
- A change in ad options can make a significant difference.
That earlier research (Phase I) was a statistical analysis showing that relaxed situations lead to greater ad watching on Hulu. The new research (Phases II and III) worked with participants who subscribe to both Hulu Limited Ads and regular television, examining their feelings on both platforms. These samples included a hypnosis focus group and participants in an online survey.
When it comes to comparing Hulu Limited Ads with television, participants appreciate viewing experiences that give them control, suit their moods and keep commercials to a minimum. Hulu scored better than television on all of these by more than 50 percentage points.
Hulu offers control in several ways. For 71 percent of participants, the greatest example of this is their ability to watch old seasons of newly-discovered shows. Seventy percent of participants save shows to watch only on Hulu. Others like to savor the shows or use them to kill time between other shows.
Hulu is much more popular than television for purposeful viewing, which we know from earlier research can positively impact ad viewership. If viewers are distracted or even indifferent, they’re more likely to switch on the television.
Now we get to the heart of the matter – how mood impacts platform choice. Both relaxed and agitated moods favor Hulu over television, but relaxed moods do so by a much greater amount.
Whether they’re watching Hulu or television, participants are more willing to watch commercials during their favorite shows – as much as 46 percent more willing during their most favorite show. Of course, since viewers feel they have more control over Hulu, perhaps such a situation is more likely there.
Further, even viewers with low ad receptivity are more likely to watch Hulu ads when feeling relaxed.
All of this comes together to tell us not only that positive moods make people more likely to watch ads on Hulu, but also that Hulu can actually contribute to positive moods. It beats television by 28 percentage points in participants’ ratings for improving their mood.
We can assume it’s user experience that boosts viewers’ moods. Among the top-rated Hulu features are:
- Auto play
- Commercial count-down timer
- Search bar
- Video timeline/scrubber
Your ads are more likely to be seen on Hulu than regular television. Viewers appreciate that the platform shows fewer ads, and presents them less disruptively. Hulu’s ads are also thought to be higher-quality, more entertaining and more relevant than those on television.
Using Emotion in Ads
Once you catch people in the right mood, your ads can elicit emotions that encourage them to buy. In fact, emotions can be even more powerful than facts in this regard.
In an article on using feelings to drive sales, Hubspot discusses four basic categories of human emotion:
While successful brands don’t necessarily want these emotions directed at them, they find a way to make the emotions work for them.
The bottom line is, moods and emotions are powerful tools when it comes to getting people to watch your ads and act upon them. If you reach your audience in the ideal mood, and then draw out certain emotions, you’ll create a frame of mind that drives more sales.