Mediaplus and september Strategie & Forschung have entered into a strategic partnership to quantify and forecast the emotion research tested and developed by september. Together they will further expand and develop the Emotion Engine® - powered by september.
51 percent of campaign success is based on creation. This makes it, along with media performance, absolutely crucial for the return of investment of campaigns. This also makes it all the more important to know the impact factors of creative content as well as the emotions it triggers in viewers - preferably before a campaign goes on air.
But while we have numerous tools in media planning, such as the Brand Investor, that make it possible to predict the effect and efficiency of campaigns in advance, there have been no corresponding tools available for creation that make it possible to measure and optimise the effect of motifs before campaigns start.
AI-BASED FORECASTING OF CREATIVE ADVERTISING IMPACT
For this purpose, Mediaplus and september Strategie & Forschung have developed the Emotion Engine®: With the help of Germany's first "database of emotions", we can measure, benchmark and also forecast the emotional performance of creative content, based on AI. The analysis is not limited to individual advertising media; the Emotional Check also takes a close look at performance in various media channels and target groups as well as within the respective sectors. Thanks to this unique tool, we are able to eliminate communicative missteps in good time and make clear recommendations for optimising the creation.
The database is based on september's ongoing research work, which began more than four years ago, and examines a wide range of advertising media, from TV commercials and OOH posters to social media posts, in terms of their context-optimised impact on consumers. The combination of technical emotion measurement and qualitative questioning is a unique approach that provides a comprehensive and deep analysis of campaigns.
All the results of these emotional checks flow into the Emotion Engine®. There they go through an AI-supported coding process, serving as a benchmark for each new advertising medium (whose individual emotional signals are compared with the data already stored in the Emotion Engine). The Emotion Engine® enables in-depth, comprehensive analyses of the advertising impact of individual advertising media, a brand, a manufacturer, entire industries, a specifically defined peer group or a relevant competitive environment.
The database, which is being continuously built up, helps answer a multitude of questions posed by marketing managers in advance without having to initiate individual research projects.
The algorithm used then calculates seven marketing-relevant KPIs - trust, likeability, attraction, proximity, relevance, scepticism and stress - from the implicitly measured data, and the Emotion Loading Index, (ELI®), as an overarching key figure. The ELI® is the first benchmark for purely implicitly measured, emotionally unconscious advertising impact and provides information on whether an advertising medium performs above average in an industry or overall comparison.
The joint goal of Mediaplus and september Strategie & Forschung is to forecast future advertising media concepts based on AI. The immense time savings help in advance to further process only the best concept from several alternatives. This requires a large number of tested advertising formats, whose automatic coding with the emotions is effect-based.
Advertising media can be examined in the Emotion Engine® according to the following criteria:
Creation:
What emotions does it trigger (e.g. likeability, attraction or relevance)? Which target groups does it reach emotionally, or does the advertising material leave viewers "cold"? Does the creation achieve the goal of "emotional impact"?
Within media channels:
How does the advertising medium perform on TV versus online versus social media? What adjustments are necessary for the individual channels? What tonality is right in each channel? How much time and attention does the ad get per channel?
Within industries:
How does the advertising medium compare to competitors' communications?
PRACTICAL APPLICATIONS OF THE MIXED METHODS APPROACH:
Which emotions do meat substitute producers have to rely on in their communication to reach both meat lovers and refusers? The Emotional Check examines TV spots for brands The Vegetarian Butcher, Rügenwalder Mühle, Garden Gourmet, Amidori and Like Meat, sequence by sequence for their emotional impact.
What different feelings do different podcast genres trigger in listeners, how can advertisers use them for their brand communication and what mistakes should they avoid? This is what "Be emotional" investigates, along with the University of Florida as the third research partner on board. The study analyses podcasts as an advertising environment as well as corporate podcasts using the example of ING Bank.
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Our experts
Our strategic partner september
september Strategie & Forschung is Germany's most renowned market research institute for emotion research. The Emotion Engine® works with the biometric measurement method heart.facts® developed by september and the first implicit advertising impact index ELI®.
