Driving brand value with emotionally intelligent advertising in content

Working to make deeper connections with viewers, Mirriad is taking ad targeting to a new level through emotional intelligence—integrating brands in content that evokes rich emotional responses to drive higher relevance and brand value.

Mirriad’s work in embedding brands directly into video content that’s contextually relevant is already paying off for marketers. Our work across the globe for companies such as T-Mobile in the U.S. with Univision, Ctrip in China with Tencent and SEAT in France with TF1 has demonstrated outstanding effectiveness in engaging viewers.

Now we are taking the next steps to explore the carryover effect of emotionally rich content on embedded brands. To start this process, we commissioned an independent research study from neuroanalytics company SPARK Neuro to investigate how different emotions in content drive brand value across multiple categories.

In the first part of the study, 900 participants were surveyed online to perform a behavioral economics valuation task across eight different emotions, including emotions that might seem counterintuitive, such as disgust and sadness. Next, the emotions with the greatest increase in brand value for three brand categories—Automotive, CPG/Cleaning and Food & Drink—were tested in a neuroanalytics lab.

The study revealed impressive results, opening up a range of new strategic considerations for brands willing to look beyond traditionally supportive environments. For example, the study found:

  • When a billboard for Jeep Wrangler was placed in a suspenseful hostage scene during an action drama, viewer “anticipation” prompted a 6% increase ($1,898) in perceived product value.
  • When Lysol disinfectant wipes were inserted in a gruesome scene, viewer “disgust” prompted a 22% increase ($1.30) in perceived product value.
  • When a potato chip brand was inserted into a very sad scene involving a mother and child, viewer “sadness” prompted a 27% percent increase ($1.28) in perceived product value.

For brands and their partners, these findings offer new possibilities to drive substantial incremental value through emotionally rich content as the industry moves toward data-driven emotional intelligence, a new paradigm that underpins marketers’ growing opportunity to connect with viewers in content.