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New research has shone a spotlight on the effects produced by different types of video. Unruly, and effectiveness expert Peter Field, dug into the IPA Databank to find clues into how emotional responses to video impact on long-term or short-term brand and business effects.

Video has long been the poster child of digital media. Stats such as, “10 billion video views a day on Snapchat,” are sure to get marketers attention. But, with so much of it out there, how can marketers ensure they are making videos that will get the results they need?

Video either produces long-term brand value or short-term sales, but you can’t do it all at once. Different types of video are needed.

The research was carried out by correlating results from IPA Effectiveness case studies with pre-testing of the same ads from Unruly’s archive of thousands of tests. Read on for a summary.

Read the full results
Video and sustained brand impact

Topline results suggested that simply ‘making great shareable videos,’ is not enough. One of the most striking findings was that video either produces emotional responses associated with long-term brand value or with short-term sales. Different types of video are needed to create the different types of emotional response needed for each.

Here’s a brief guide to some of the findings that will help you to differentiate between video which creates responses that correlated with long term brand effects, vs video that is associated with a short-term activation spike.

Long-term business effects

Positive emotions and price sensitivity

Price sensitivity was a recurring theme at EffWeek 2018 and we’ll be revisiting it again in 2019. Jon Webb of Gain Theory identified it as one of the least utilised, and most valuable, effectiveness metrics in his talk. And it was with decreases in price sensitivity that overwhelmingly positive emotional responses shone in Unruly’s research. Four of the top five most strongly correlated metrics were positive emotions.

  • Amazement – 31%
  • Exhilaration – 30%
  • Inspiration – 26%
  • Nostalgia – 18%

Long-term brand effects

Differentiation and price sensitivity go hand in hand

Unruly’s EQ metrics collected during pre-testing showed some big correlations to brand effects. Videos in campaigns that achieved brand differentiation produced some very similar emotional responses in pre-testing to those that affected price sensitivity. This suggests that you can easily create both these long-term effects together.

Correlation between EQ Metrics and differentiation
Rank Unruly EQ metric Correlation
1 Amazement 27%
2 Exhilaration 25%
3 Surprise 19%

Short term activation effects

If you need to create short-term value through activation effects then the emotional and cognitive levers you need to pull are very different. Humour is key. The only positive emotion that produced these kinds of effects was hilarity, with a correlation of 28%. But, the emotional response ‘contempt’ correlated even higher than this at 36%. This result suggests two things:

  • The polarising effect of humour is at play here. Some people love it and some people don’t.
  • Video that activates a sale is often disliked. This may be because this type of “direct sell” ad tends to be repetitive, insistent and uncreative. Despite annoying viewers, this approach may still drive sales in the short term. However, it’s important to keep in mind that over the long-term it may damage your brand.
EffWeek 2019
Creativity & Effectiveness Reimagined
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Balancing long-term and short-term

These polarised results send an important message to marketers. Don’t try to make video that has both long-term and short-term effects. The emotional responses that these two types of video marketing produce are just too different. You need different executions for brand-building and activation campaigns.

Peter Field and Les Binet have demonstrated time and time again the importance of getting the balance between these two types of campaign right in their publications, ‘Media in focus‘ and ‘Effectiveness in context‘. This research shows that the balance is particularly important if you are producing video for activation. Without strong brand-building work to support it, this kind of work will harm your brand in the long-term.

Read the full report. It contains much, much more than we have covered here. It will help marketers to plan their video marketing even more precisely for the effects they want to achieve.

Read further
Video & sustained brand impact

“Just what the industry needs, great collaboration between clients and agencies on the topics that drive business growth.”

Bridget Angear, Joint Chief Strategy Officer at AMV BBDO

“It’s great to see the IPA in the UK bring the whole industry and particularly the trade bodies together to focus on effectiveness. This new Marketing Effectiveness initiative will enable people across the industry to work together to build on best practice.”

David Wheldon, Chief Marketing Officer, RBS

“Effectiveness is a team sport, so it was great to see the industry in the widest sense, come together. In an increasingly diverse and fragmented world, only by using all parts of the brain will we solve effectiveness challenges and design our campaigns to deliver short and long term value. That’s why what happens next is important – if the IPA can help facilitate progress on this with a long-term initiative around Marketing Effectiveness, we’ll definitely crack it.”

Bart Michels, Global CEO Kantar Added Value and Country Leader Kantar UK

“The time spent at #EffWeek was extraordinarily effective. It was great to hear the diverse views from all areas of the industry. All tied together with the common themes of accountability and effectiveness.”

Andrew Canter, Global CEO, BCMA

“It has been a privilege to be part of the inaugural Effectiveness Week. The agenda is one which we at O2 UK feel passionately about. To see and hear perspectives across the industry demonstrates how the breadth of marketing effectiveness is increasingly being valued within businesses. Data, insight, social, customer experience, test and learn, ROI, these are all fundamentals and were covered expansively at the event”.

Sandra Fazackerley, Marketing & Consumer, Telefónica UK Limited

“The full week of effectiveness events brought into clear focus the need for marketers to use data and insight to achieve the key business objectives of growth and profits. Marketers today are in a better position to quantify their knowledge of customers and measure the ability of investments in marketing to increase brand and shareholder value.”

Chris Combemale, Group CEO, DMA