BrainJuicer Debuts FeelMore50 'Emotional Ad' Measure

Online research specialist BrainJuicer has introduced the FeelMore50 - a ranking of the '50 most effective emotional ads' in the US.

Last year, the firm tested more than 200 US ads that had won awards, achieved online virality, or were identified as memorable by industry associations and experts. Using its 'ComMotion' ad testing approach, BrainJuicer predicted the in-market efficiency of advertising from the emotional response it evokes, classifying advertising according to its 'emotional pull' and awarding it a star rating.

According to Chief Juicer and CEO John Kearon (pictured), only 5% of the ads tested globally achieve a 5-star rating, (the US norm is 2-star) - in his view all brands should be focused on using advertising for emotional brand building.

'Traditional ad testing usually rewards the persuasive, rational model, and has proven to punish great creative like the Cadbury Gorilla that has no connection to the brand,' states Kearon. 'Instead, researchers must laser in on measuring emotion as almost the single metric that predicts success. Behavioural economics, and its emphasis on System 1 thinking, underscores what we have come to learn about people: if you feel nothing, you buy nothing.'

Web site: www.brainjuicer.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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