Engagement on Connected TV (CTV) is soaring to new heights, as more audiences flock to premium, long-form content on the largest screen in the home, advertisers are presented with a prime opportunity to create meaningful connections with their audiences. However, while the potential is immense, challenges like inconsistent transparency and lack of insight into campaign outcomes persist.
So, how can advertisers leverage the emotional power of CTV to maximize engagement and drive success? This article explores the role of emotions, the importance of timing, and how emotions-based targeting is shaping CTV advertising strategies.
The Role of Emotions in CTV Advertising
Television has always been a powerful emotional vessel, connecting viewers through stories that resonate on a human level. CTV inherits this legacy, offering advertisers the chance to build emotional connections within the same immersive environment.
- But why do emotions matter so much? Consider the viewer experience during a heartfelt scene. If an overly upbeat or jarring commercial interrupts this emotional moment, it can create emotional whiplash, leaving a negative impression on the audience. No brand wants to be remembered as the ad that disrupted a viewer’s favorite show.
- Psychologist Robert Plutchik’s model of eight primary emotions—joy, anticipation, anger, disgust, sadness, surprise, fear, and trust—provides a roadmap for understanding how emotions influence audience behavior. Advertisers commonly lean on joy to create positive brand associations, but relying solely on one emotion risks oversaturation and loss of impact. A more nuanced approach involves combining emotions to align with consumers’ complex needs and preferences.
- For example:
- Trust is crucial for finance and insurance brands, as they ask consumers to make significant commitments with their money.
- Anticipation works well for food and beverage brands, driving cravings and hunger.
- Surprise suits travel brands, evoking awe and aspiration for extraordinary experiences.
- By tailoring emotional strategies to their verticals, advertisers can create impactful, memorable campaigns.
Timing: The Key to Emotional Resonance
While reaching the right audience with the right message is essential, timing is the critical third component of successful CTV advertising. Emotional engagement relies on delivering ads when viewers are most receptive, creating a seamless connection between the content they’re watching and the ad itself.
A standout example comes from Monks, a creative agency that aligned the emotion of a financial services ad with the emotion conveyed by the program preceding it. This approach resulted in a 33% increase in brand awareness and a 28% improvement in brand favorability. Such success demonstrates the importance of meeting viewers at the right moment when they are emotionally primed.
CTV’s ability to capture audience attention also contributes to its effectiveness. The television, as the largest screen in the home, typically operates in a non-skippable ad environment. Viewers are more engaged compared to mobile or desktop, with studies showing TV captures eight times more attention than mobile and 16 times more than desktop. This makes timing even more critical—brands need to respect the viewer’s emotional state to maintain attention and drive positive outcomes.
How Emotions Enhance CTV Campaign Outcomes
CTV’s digital nature offers advertisers unparalleled opportunities to target audiences with precision, delivering the right message at the right time. Thanks to advancements in data analytics and emotions-based targeting, advertisers now have greater insight into when audiences are emotionally ready to engage with their ads.
For instance, aligning ad content with the emotions elicited by the program enhances recall and engagement. If viewers are feeling trust after watching a thought-provoking documentary, an ad for a financial service can resonate more deeply. Similarly, a lighthearted comedy followed by a joyful or humorous ad creates a harmonious experience that leaves a positive impression.
The ability to tailor emotional targeting is crucial as more viewers transition to CTV platforms. Advertisers who align their messaging with the emotional state of their audiences can create lasting, positive brand associations and ultimately drive stronger outcomes.
Overcoming CTV’s Challenges
While the potential of CTV is clear, the medium does have its challenges, including inconsistency and lack of transparency. Advertisers often struggle to understand where their campaigns run and what specific outcomes they drive. Emotions-based targeting and strategic timing can help mitigate these issues by focusing on audience connection rather than just impressions or placements.
To address these challenges, advertisers must:
- Invest in Data-Driven Insights: Leverage first-party data to understand audience preferences and emotional triggers.
- Align Creative with Context: Ensure ads complement the tone and emotion of the content being watched.
- Measure Impact Effectively: Use advanced metrics like brand lift, attention scores, and completion rates to evaluate campaign success.
By focusing on emotional resonance and timing, advertisers can navigate the complexities of CTV and make the most of its unparalleled engagement potential.
Best Practices for Emotions-Based CTV Advertising
- Understand Your Audience: Dive deep into viewer data to identify key emotional drivers for your target demographics.
- Craft Meaningful Narratives: Develop ad creatives that tell a story, connecting with audiences on a personal and emotional level.
- Choose the Right Ad Formats: CTV supports various non-intrusive formats, such as pause ads and mid-rolls, which can enhance emotional engagement without disrupting the viewer experience.
- Test and Optimize: A/B test emotional themes, timing, and creative elements to find the best-performing combinations.
- Collaborate with Platforms: Partner with CTV platforms to gain insights into viewer behaviors and ensure campaign transparency.
Conclusion: Connecting Through Emotions on CTV
As CTV continues to capture growing audiences, the role of emotions in advertising becomes even more critical. By aligning ad messaging with the emotional context of the viewer, brands can create seamless, engaging, and memorable campaigns that drive results.
Advertisers who focus on timing, emotional resonance, and precise targeting will unlock the full potential of CTV, transforming challenges into opportunities. Whether it’s building trust, sparking joy, or creating anticipation, emotions remain the key to meaningful connections on the largest screen in the home.