Australian marketers need to work harder to engage Australian consumers emotionally than Brits or Americans, according to Unruly’s emotion trend tracking data.
Unruly, the video adtech platform owned by News Corp, is launching its emotion tracking analytics platform Pulse to the Australian market in a move that will allow brands to measure, test and develop video content in line with how people respond to it emotionally, and how likely they are to share it.
Its localised data has found that Australians are harder to reach emotionally than the global averages – except when it comes to sadness. Aussies are twice as likely to feel intense sadness than the global average, 33% less likely to feel intense feelings of happiness in response to an ad and 28% less likely to feel intensely inspired.
It means that after watching an ad, Australians are less likely to have a favourable view of a brand (25% compared with 63% in the ASEA region) and purchase intent is lower at 22% compared with 57% in S.E Asia and 42% in the US.
Unsurprisingly in most areas Australia has a very similar emotional response to the UK market with the same emotions topping the list in both countries.
The difference in emotional response are more stark when compared with the US. Aussies are half as likely to feel happiness, inspiration and amazement watching ads than Americans. It’s a warning for brands that repurposing US content is not always the best option for this market.
Unruly also found that brands are failing in the comedy stakes with hilarity the least likely emotion felt across the board.
Unruly believes video content is up to twice or three times as strong and more likely to be shared when it illicits an emotional response. Through Pulse it can track which moments in a video elicit which responses and so advertises can dial up moments with stronger emotional connection so that the content gets more recall. Its aim is to help brands’ content get shared and viewed more, drive sales and increase publisher revenues.
Pulse is part of Unruly’s Future Video labs project. It works by benchmarking video content across 3 trillion videos and algorithmically evaluating its shareability. It claims to offer marketers and agencies an emotion tracking tool based on 850,000 data points that can show which emotions drive engagement with ads and motivations to share for different demographics, geographical regions, seasonal events and across categories. It can help optimise distribution as well as the content itself. It can also identify different audience segments that respond well to content that might be outside of the advertisers’ specified target audience
Marketers and agencies can tap into it a various point as they create content and online videos to identify what will make content more shareable, and more impactful.
The dashboard will go live from today (11 August). It is already live across the UK, Europe and Asia.
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