The study suggest that users trust and like the same ad more if they feel positively about the environment in which it plays.
Why is positivity a key part of media planning and buying?
Metrics like trust and brand safety have been key components in media planning, but positivity has been overlooked as a crucial link between ad environment attributes and brand outcomes on social platforms. The report “Positivity Performs: Ad Environments’ Critical Role in Media Planning” reveals that people’s perception of their experience on a social platform matters: platforms that are viewed as positive can be up to 94% more impactful in driving purchases when compared to non-positive spaces.
Advertisers should understand what positivity means for their desired audience, use contextual targeting to identify the relevant positive content and collaborate with all stakeholders for better brand alignment.
Takeaways
The research project measures brand impact, unconscious neuro-metric response, and sales impact through marketing mix modelling (MMM), and finds that:
- Platforms viewed as positive can amplify advertising performance on key metrics including boosting purchase intent (+35%), brand favorability (+49%) and brand preference (+44%).
- ‘Positivity’ also outperforms the ‘creativity’ and ‘entertainment’ attributes in the above areas.
- Ads in positive environments are considered twice as trustworthy, twice as interesting and 1.5x more likeable by users.
- People are 20% more emotionally engaged with content they see on platforms they perceive as positive and spend 15% more time, on average, looking at ads.
- In the MMM simulations, the same creative and finite budget generated up to 24% more sales when brands incorporated viewability and positivity in their media buying strategy.
“We understand advertisers are all seeking a competitive edge in today’s marketplace, and we believe this research represents a fresh opportunity for where to find it. This ambitious study shows what audiences may experience whenever they log on to positive social media, how that impacts brands, and why prioritizing this could benefit both”
said Kara Manatt, EVP, Intelligence Solutions, MAGNA
“We’ve quantified the impact of metrics like engagement, trustworthiness, intent, and bottom-line results, to demonstrate that brands no longer have to choose between a positive platform and one that performs—they can be one and the same.” — Beth Horn, MD of Pinterest UK.
Source: warc.com