Brand Cracks Through the Noise

Here in the USA it is Thanksgiving, a celebration of the founding of the country. Families gather for a traditional holiday meal together.

One other tradition is to tell people what you are thankful for. From a business standpoint I’m grateful for this report that I stumbled upon in my e-mail.

Brand moves the needle on video content.

Knowing how well you can generate emotional response when people have the attention span of a gnat is critical to getting your message across the interpersonal chasm.

This report puts the measure to traditional video advertising versus Branded Content. It is called: Measuring the Emotional Impact of Branded Storytelling which you can find here. It was prepared by a partnership of Turner Ignite (focused on reimagining advertising) and Realeyes (measuring how people feel as they watch video content online).

The study combined facial coding and survey responses to measure the impact of branded content versus traditional 30-second commercials.

The 5 key findings:

· Branded content videos increased brand favorability (+57%) and purchase intent (+17%)

· Videos with the brand integrated into the story outperform the norm generating +27% higher levels of emotional response

· Unlike traditional commercials, branded content videos generate a steady build (+31%) in emotion-based metrics as the video progresses

· When the brand is most prominently featured in the video the engagement is highest

· Over two thirds of respondents (+67%) perceive branded content as more entertaining, more relevant and more apt to make them think of the brand at time of purchase.

Peering into the subconscious.

This study offers a unique view into the ninety percent of human decision making that happens subconsciously. Two groups were included in the study. Branded content videos were watched by 4824 individuals. Traditional 30-second commercials were viewed by 4202 individuals.

Branded content videos include recognizable talent and are designed to be invitational not interruptive. The brand may be deeply integrated or introduced as a presenting sponsor.

The commercials chosen were based on two factors: advertiser category and average engagement of the average viewer for an average second, all based on a review of second by second results. The viewers of the traditional commercials became the “control group.”

The takeaways

The final sentence in this 24-page report reads:

“Whether it be through a deep brand integration or a ‘presented by’ tag branded storytelling allows a brand to give their consumers a uniquely engaging viewing experience that links positive emotions with the brand ultimately driving favorability and purchase intent.”

If you want to make sure your brand has greater impact in the video you serve up online Here’s what you need to put to work in the future:

· Tell a story. Build your brand into the story (average increase in emotional response +27%)

· Have a storyteller. Incorporate the character of the presenter into the story to maximize results (increase favorite brand up to +129% and likely to purchase by +91%. Connect by using face to face communication. (Don’t turn your back in your video)

· Take your time. Frenetic on-screen action or quick cuts turn people off. Scenes should be longer than 1.5 seconds to maintain viewer interest. Overall length can be whatever it takes to tell the story in a way that sustains involvement and interest.

Be thankful for metrics of what professional communicators have longed believed but not been able to prove. Note, too, how this information impacts what you present from the platform as you build your business by speaking.

Jerry Fletcher

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His consulting practice, founded in 1990, is known for Trust-based Brand development, Positioning and business development for independent professionals on and off-line.

Consulting: www.JerryFletcher.com
Speaking: www.NetworkingNinja.com
DIY Training: www.ingomu.com