Nov 10 2025
‘Where Love Lives’: The John Lewis Christmas Winning Formula Returns via @sejournal, @gregjarboe

It’s that time of year again. The John Lewis Christmas ad has dropped – a little earlier than usual – and with it, the annual debate over whether the retailer has rekindled its emotional magic or lost its festive sparkle.

This year’s ad, “Where Love Lives,” created by Saatchi & Saatchi, tells the story of a father and son whose relationship is rekindled through a simple, meaningful gift – a vinyl record. The moment the dad unwraps it, he’s transported back to his clubbing days in the 1990s, set to Alison Limerick’s iconic house anthem of the same name.

There’s no dialogue, just emotion – nostalgia, warmth, and connection – all packaged in a way that’s unmistakably John Lewis.

Back To Where It All Began

For years, John Lewis ads have set the gold standard in emotional storytelling, creating a seasonal benchmark that brands across the UK and beyond have tried to match.

In a previous article, I explored how the retailer’s genius lies not just in storytelling but in memory-triggering. From “The Long Wait” (2011) to “Monty the Penguin” (2014), John Lewis used familiar emotional cues – childhood wonder, family connection, bittersweet reflection – to make consumers feel first and think later.

The challenge has always been to keep that emotional formula fresh. In 2018 and 2019, John Lewis pushed the boundaries with Elton John’s “The Boy” and the “Piano and Excitable Edgar,” both of which leaned heavily on music and spectacle. In 2019, the dragon-themed fantasy succeeded because it balanced creativity with clear product storytelling – something many rivals failed to do.

But not every year was a hit. In their 2022 campaign, despite its heart-in-the-right-place message about foster care, I thought it missed the mark emotionally. It felt like cause marketing wearing a Christmas jumper – well-intentioned, but tonally off for the season.

This year’s campaign, “Where Love Lives,” seems to have learned from both extremes. It has the emotional depth of “The Long Wait” and “Monty the Penguin,” but with a more grounded, relatable story – a dad, a son, a record, and a shared moment.

When Nostalgia Meets Data

According to DAIVID, “Where Love Lives” is the most emotionally engaging John Lewis Christmas ad since 2016’s “Buster the Boxer.”

The numbers tell the story:

  • 55.8% of viewers experienced intense positive emotions – 15% higher than the average ad.
  • The ad was twice as likely to generate feelings of warmth (+124%), gratitude (+106%), and joy (+100%).
  • Nostalgia levels ran 34% above the norm.

That combination of metrics would make even the most data-skeptical marketer take notice. And it shows how far emotional intelligence in advertising has evolved – not just as an art, but as a measurable science.

DAIVID’s AI testing blends facial coding, eye tracking, and survey data to predict emotional response and attention. That’s a long way from the gut reactions we marketers once relied on.

“John Lewis has long set the benchmark for emotional storytelling,” said Ian Forrester, DAIVID’s CEO. “‘Where Love Lives’ is a very worthy addition to their much-celebrated catalogue, generating the most intense positive reaction since 2016.”

Lessons From The Data: Emotion Still Wins

Emotion has always been the north star of John Lewis advertising. But as the retail landscape changes, so too must the way emotion is harnessed.

In 2023 and 2024, many Christmas ads across Europe pivoted toward humor, celebrity, or pure product focus – reflecting an era of economic anxiety where brands wanted to “cheer up” rather than “choke up” audiences. But “Where Love Lives” swims against that current.

By returning to the emotional simplicity of family connection and the shared nostalgia of music, John Lewis proves that emotion still drives engagement, even in uncertain times.

Marketers can draw several tactical insights here:

  1. Nostalgia is cyclical, not static. Each generation rediscovers its own past. The 1990s are now far enough away to evoke fondness, not fatigue – a lesson in timing for brands choosing which cultural eras to revisit.
  2. Emotional storytelling scales best when it’s universal. You don’t need talking penguins or dragons; you need a human truth. The father-son connection in “Where Love Lives” transcends demographics and markets.
  3. Music is memory’s accelerant. The soundtrack isn’t just a backdrop; it’s a strategic asset. Limerick’s “Where Love Lives” bridges generations – instantly recognizable to Gen X parents, fresh to Gen Z listeners.

The Imperfect But Important Metrics

Despite its emotional strength, DAIVID’s testing found a weak spot: behavioral intent. Viewers were slightly less likely to recommend the brand, buy a product, or share the video than average.

That’s not necessarily a failure – it’s a reminder that emotional engagement and behavioral conversion aren’t the same thing.

From a marketing strategy perspective, that disconnect underscores a truth I explored years ago: John Lewis’s ads have always prioritized brand equity over short-term sales. They aim to reinforce trust, warmth, and loyalty – qualities that pay off over time, even if they don’t show up immediately in Q4 revenue.

If anything, this year’s data suggests John Lewis is doubling down on brand-building during a cost-of-living crisis – a bold but smart move. Emotional resonance may not sell a sofa tomorrow, but it keeps the brand top of mind when consumers are ready to buy again.

AI Confirms What Our Hearts Already Knew

We’ve officially reached a fascinating moment: when AI agrees with human intuition about what moves people.

For years, ad testing relied on subjective panels or small samples. Now, with platforms like DAIVID analyzing millions of facial expressions and gaze patterns, marketers can quantify what “heartwarming” really means.

That’s a big shift for creative strategy. It allows advertisers to validate instinct-driven ideas – not replace them. AI didn’t write “Where Love Lives”; it just confirmed what good storytellers already knew: emotion works.

The bigger trend here is how AI-driven creative measurement is reshaping the advertising industry. From YouTube’s Brand Lift studies to Meta’s Creative Pro, every major platform is racing to connect emotional response with return on investment (ROI). John Lewis just happens to be providing the perfect annual case study.

Why It Still Works

Despite its slight dip in action metrics, “Where Love Lives” hits all the right nostalgic notes. It’s a story about reconnection, love, and shared memories – and it does so through a soundtrack that brings an entire generation back to the dance floor.

By trading in talking animals for emotional realism, John Lewis is doubling down on what made its early campaigns iconic: authentic human connection.

For a brand that has sometimes struggled to balance sentiment with sales, this year’s spot feels like a confident return to form – both emotionally and strategically.

Final Verdict

After a few uneven years, John Lewis has finally found its rhythm again – literally and emotionally.

“Where Love Lives” may not be the retailer’s most shareable ad, but it’s certainly its most heartfelt in years. It’s proof that when nostalgia meets genuine storytelling – and when AI validates what audiences feel in their hearts – that’s where love really lives.

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Featured Image: KinoMasterskaya/Shutterstock

Ecommerce MGMT 0 Comments
Oct 10 2025
YouTube Launches Brand Pulse Report to Measure Full Brand Impact via @sejournal, @brookeosmundson

For years, marketers have struggled to measure the full picture of how their brand shows up on YouTube.

Paid campaigns have their own dashboards. Creator collaborations usually live in separate, manual spreadsheets. Organic and user-generated content rarely make it into the same conversation.

YouTube’s new Brand Pulse Report, just announced today looks to change that. It aims to offer brands a unified view of how their presence is represented and performing across every corner of the platform.

Read on to understand more about the report and how to use it to your advantage.

A Closer Look at the Brand Pulse Report

YouTube describes Brand Pulse as a new, AI-powered measurement solution that detects and quantifies a brand’s presence across the platform. It doesn’t look at just paid placements, but in creator videos, organic uploads, and even user-generated content.

It uses what YouTube calls multi-modal AI, meaning it analyzes videos across multiple dimensions:

  • Audio: detecting spoken mentions of a brand
  • Visuals: identifying logos, packaging, or even product shots
  • Text: reading brand mentions in titles, captions, or descriptions

This allows the tool to recognize where a brand appears, intentionally or organically, and then tie those signals back to viewer engagement metrics like “Total Unique Viewers” and “Share of Watch Time”.

For brands, that means visibility into where and how they show up across YouTube, even in content they didn’t create or sponsor directly.

Why the Brand Pulse Report is So Notable

Marketers have long been asking for better ways to measure YouTube’s brand impact beyond paid media.

Brand Pulse answers that request by connecting the dots between paid, organic, and creator-driven exposure. It gives the respective teams a more complete picture of influence.

YouTube also notes that the tool will show how brand exposure on the platform drives “Search Lift”, allowing advertisers to see how YouTube content contributes to increases in branded search queries. This connection between upper-funnel video exposure and mid-funnel intent is one of the most interesting aspects of the rollout.

As Google Ads Liaison Ginny Marvin explained on LinkedIn, the Brand Pulse Report is “helping brands finally connect the dots,” showing how paid and organic videos together influence real behaviors, not just views or likes.

YouTube’s move here mirrors a broader industry shift toward holistic measurement: tying together paid and organic activity to give brands a single narrative of influence.

Similar efforts are underway in Connected TV, social, and retail media, where advertisers increasingly want to understand how their brand performs in context, not just in isolation.

For YouTube, Brand Pulse also reinforces its positioning as more than just a performance or creator platform. It’s a brand-building ecosystem: one where paid, creator, and user content coexist in ways that shape real consumer behavior.

What Does This Mean For Brand and Media Teams?

For advertisers, this report could help solve one of the most persistent blind spots in video marketing: the inability to quantify the ripple effect of brand exposure.

Historically, a creator video might boost product awareness, a pre-roll ad might reinforce it, and organic search might capture it.

But, those signals lived in isolation.

Brand Pulse promises to bring those touchpoints together under one lens.

This unified visibility could help teams by:

  • Highlight how paid campaigns amplify creator and organic reach
  • Reveal where brand mentions are naturally gaining traction
  • Help benchmark visibility against competitors within the same category
  • Inform where future collaborations or ad placements could drive incremental reach

For many teams, it may also reshape how budgets are allocated.

For example, if the data consistently shows that paid YouTube campaigns drive organic or creator-based lift, it strengthens the case for reinvesting more heavily at the brand-building stage. Where previously, teams would rely solely on performance metrics like conversions or click-through rates (which we know isn’t the main goal for all YouTube campaigns).

Additionally, if the Brand Pulse report ties together how well each channel performs together, it may strengthen the case to continue investment in all of those channels. It could help signal that without one channel, others may suffer indirectly as a result of cutting.

Current Limitations and Questions to Ponder

The Brand Pulse Report is currently available only to select advertisers, so it’s still in its early days. And while the vision is ambitious, several questions may be top of mind:

  • How accurate is its multi modal AI? Will it correctly recognize a brand when it’s partially visible, mispronounced, or used in a negative context?
  • Are there any thresholds for brands to reach? For example, how long must a logo or mention appear for it to count as meaningful exposure?
  • Is there risk for attribution overlap? If a viewer sees both a paid ad and an organic mention, how will Brand Pulse avoid double-counting influence?

Marketers should also remain cautious about assuming correlation equals causation. While a lift in search volume or engagement may align with YouTube exposure, controlled testing will still be necessary to validate true impact.

A Move Towards Holistic Measurement

YouTube’s Brand Pulse Report represents a meaningful step toward closing one of the biggest gaps in digital measurement: connecting what people see with how they search, engage, and recall brands later on.

If successful, it could give marketers a truer sense of how awareness efforts on YouTube translate into tangible brand outcomes.

Still, adoption will depend on data accuracy and usability. The potential is significant, but the real proof will come from how well the report balances AI ambition with real-world reliability.

For now, Brand Pulse signals where measurement is headed: beyond impressions and clicks, toward understanding the total presence of a brand across the YouTube ecosystem.

Ecommerce MGMT 0 Comments
Jun 30 2025
The Strategy Gap: Social Video Is Not PPC Video via @sejournal, @LisaRocksSEM

Video is dominating online across PPC ads and social media channels. Unfortunately, many advertisers still repurpose social videos for paid campaigns.

What works organically on TikTok or Instagram often falls flat in performance-driven environments like YouTube Ads or Performance Max.

This could lead to low engagement and poor conversions.

To compete in today’s attention economy, PPC video needs its own strategy that is built from the ground up with performance in mind.

This article explores why CMOs and senior marketers must treat video as a creative asset, that is, a conversion-driven engine and platform-specific.

The Disconnect Between Social Video And PPC Video

Some marketers start with social video and “cut it down” for paid. However, the two formats fundamentally differ in purpose, intent, and delivery.

Social video is built for engagement, likes, shares, and storytelling that captures attention in a feed.

PPC video, on the other hand, is engineered for a conversion action. It must capture attention, communicate value quickly, and drive a specific action with a call-to-action (CTA) statement.

Repurposing social content for PPC assumes that the creative context uses the same strategy for driving engagement.

Social videos often rely on trends, audio cues, or slow storytelling arcs. Those don’t translate to skippable, conversion-focused ad formats where you have just a few seconds to inform and impact.

The following table outlines the fundamental differences between social and PPC video.

Category Social Video PPC Video
Purpose Brand building, storytelling, and community engagement Lead generation, sales, and performance-driven metrics
Viewer Intent Passive browsing, entertainment High intent, research, or decision-making mindset
Format & Delivery Organic feed content, often square or vertical Paid ad placements; needs variation for 16:9, 4:5, vertical, etc.
Sound/Audio Often relies on music, trends, or narration Must perform without sound; strong visuals are needed
Calls-to-Action Often implied or delayed Immediate and repeated; click-through or conversion-focused
Performance Metrics Likes, shares, video views, engagement rate CTR, conversion rate, ROAS, CPA

Best Practices For PPC Video

PPC video ads should be intentionally created to drive conversions, not just views.

Below are key creative best practices that directly influence campaign outcomes, keeping in mind the details of different platforms:

1. Hook The Viewer Within The First 3 Seconds

Front-load your story arc by getting to the point of the video early, which often involves presenting the value proposition and the desired action.

You only have a moment to make viewers stop scrolling or delay the skip button. Use bold text, motion, or a strong question right away.

Example: “Spending too much on ads? Here’s a fix that saved our client $10,000.”

2. Format Video For The Platform

Each platform has different specs and user behaviors that require a custom approach for each. This is a perfect example where “one size does not fit all.”

YouTube standard videos typically requires horizontal (16:9), aligning with a sound-on viewing environment, while YouTube Shorts are vertical and platforms like Meta often favor square or vertical.

TikTok favors vertical, full-screen videos for sound-off autoplay. Develop your creative asset with this in mind.

3. Include A Clear Call-To-Action Early And Repeat

Don’t rely on a single CTA at the end. Video ads are built for direct response. Reinforce the action you want throughout the video.

Example: Start the video with “Click to get the offer,” and show it again midway and at the end.

4. Lead With The Benefit, Not The Backstory

People want to know what’s in it for them and how you solve their problem. Skip the warm-up and start with a direct benefit or result.

Example: Instead of “Our team spent weeks testing this,” say, “This ad strategy cuts CPC in half.”

5. Design With Platform Audio In Mind

For platforms with silent autoplay (TikTok, Instagram Reels, Facebook Feed): Prioritize visual communication. Many users watch without sound, so ensure your message still lands visually.

Use animated captions and highlight product features with motion text, so nothing is lost without audio.

For YouTube: Recognize that ads often play while users have the sound on.

While strong visuals are still important, leverage sound effectively through voiceovers, music, and sound effects to enhance your message and brand experience, as highlighted in YouTube’s Playbook for Creative Advertising [PDF] under the “Build for sound on” principle.

These elements influence how your video is served, watch time, and whether they take action.

Platform-Specific Video Strategies

Not all platforms serve video in the same way. Understanding how your content is delivered, measured, and optimized across each environment is critical to making PPC video work.

YouTube Ads

YouTube is a high-intent platform, with users actively choosing to watch content. Your ad will most often appear before or during another video.

The key here is overcoming the viewer’s “skip” behavior.

  • Maximize the impact of the skippable first five seconds. Use a bold visual or a clear problem-solution hook to immediately capture attention and provide value, making viewers want to watch more.
  • Build a narrative that fits intent. Educational formats, product demos, or expert commentary perform well here. Consider longer-form content that addresses pain points thoroughly or showcases product features in detail. Leverage storytelling to connect with viewers who are actively engaged.
  • End with a strong call to action. Take users to a landing page or offer page that extends the message.
    • Example: A productivity software brand opens with “Wasting time switching tabs?” then shows how its tool solves it with a single view, ending with “Try it for free today.”

Performance Max

Performance Max distributes video across placements like YouTube, Discovery, and Gmail. This requires a flexible, creative approach built to adapt to various ad spaces.

  • Upload multiple lengths: At minimum, include 6-second, 15-second, and 30-second versions. Varying lengths allow Google’s AI to test and serve the most effective creative for each placement and user.
  • Include strong product visuals: Use the dedicated headline and description fields within the PMax asset library to deliver your primary marketing messages and calls to action. This allows Google’s AI to optimize the pairing of text and video for different platforms and user behaviors. Ensure key messages and branding are visually prominent and understandable without audio.
  • Create for automation: Google optimizes based on performance. Give the algorithm assets that can stand alone, yet are also easy to mix and match. This includes various headlines, descriptions, and calls to action that can be paired with your video assets, allowing Google’s machine learning to find the most effective combinations.
  • Leverage vertical image ads for YouTube Shorts: Google Ads now supports full-screen vertical (9:16) image ads specifically for YouTube Shorts within Demand Gen campaigns. This allows you to repurpose existing vertical image assets from platforms like Meta to reach users in this rapidly growing short-form video environment. Recommended size: 1080×1920.
    • Example: A clothing brand uses 15-second vertical videos with close-up fabric shots and pricing overlays so the system can serve based on what performs.

Meta Video Ads (Facebook And Instagram)

These platforms autoplay silently in-feed, so your creative must speak visually before sound is ever involved.

  • Front-load motion or emotion. Start with an action or a relatable facial expression. Think about creating a visual hook that stops the scroll and intrigues users enough to tap for sound.
  • Use large text overlays and branded visuals. This keeps the message clear and recognizable at a glance. Keep text concise and easy to read on smaller mobile screens. Ensure your branding is integrated early and consistently.
  • Mobile-first approach. Vertical or 4:5 ratio works best for in-feed and Stories. Utilize the full vertical space to immerse viewers and avoid the cropped look of horizontal videos on these platforms.
    • Example: A skincare brand opens with a smiling woman applying cream, with large text: “Sensitive skin? See instant calm.”

Optimize your video creative for the unique consumption habits and delivery methods of each platform, and increase the likelihood of engagement and better performance from your PPC video campaigns.

Making The Business Case To CMOs

CMOs and senior leaders often see video as a single, limited asset: make once, use everywhere.

Now, with the increasing sophistication of digital advertising platforms and the different ways video is consumed, the same approach is not cost-effective or performance-driven.

The increase of short-form video, dominance of mobile, and the emphasis on ad quality across platforms are driving a more strategic approach to video creative.

Consider:

  • Repurposed social content is likely to underperform in PPC environments because it was not created with the same goals in mind.
  • Dedicated PPC video would be expected to increase return on ad spend by aligning creative with media placement.
  • A video designed for PPC would (in theory) have higher engagement. Therefore, should have a higher ad quality score and higher delivery.

Making the business case means shifting from “video as a campaign extra” to “video as a campaign must-have.”

CMOs are ultimately looking for measurable results and a strong return on investment from their advertising spend, and a platform-specific video strategy is the key.

Conclusion: PPC Video Is No Longer Optional

The days of treating all video the same are over, and it’s time to embrace this new approach. Video is now a powerful strategy for driving measurable ad results.

Advertisers should strategically build video with a clear understanding of each platform’s unique environment, their target audience’s intent, and the business goals.

Investing in creative that has a performance-first approach for each platform opens up opportunities for a stronger return on your advertising investment.

The future of successful PPC hinges on your team’s ability to master platform-specific video creation.

More Resources:

Featured Image: Hryshchyshen Serhii/Shutterstock

Ecommerce MGMT 0 Comments
Feb 10 2025
7 Creative Ways To Leverage Video In Marketing via @sejournal, @xandervalencia

When it comes to digital marketing, it sometimes feels like everything’s been done before.

Browse YouTube or scroll through TikTok on any given day, and you’re likely to see the same formats over and over again.

Yet, there are always a few creators who are able to stand out, publishing unique and never-before-seen videos.

So, how do you come up with video content ideas that are uniquely new and uniquely you?

In this guide, we’re sharing some uncommon ways to use video in your marketing, plus how to get the creative juices flowing to come up with your own creative video ideas.

Think Outside The Box With Your Video Marketing

If you want to come up with 100% unique video ideas, you need to think outside the box. Easier said than done, right?

After all, generating “creative” content ideas is kind of like “don’t think of the White Elephant” (for us nerds, Ironic Process Theory): Everything you’ve already seen before is likely to influence your creative thinking.

But like ChatGPT, it’s all about giving yourself the right prompts. Here are some of the creative catalysts I like to use to drum up unique, on-brand video ideas:

1. Be The Trend

Every “trend” that’s hot on TikTok started as a unique concept.

From the “GRWM: Get Ready With Me” trend to the “Bounce When She Walk” trending audio, each video trend began with one idea.

You simply won’t know if or when something will go viral, so don’t be afraid to be that first video.

If a certain audio makes you laugh or an image sparks an idea, lean into it.

If you encounter a situation that feels relatable to your audience, turn it into a skit or tutorial.

Many of the best trends start as raw, authentic situations. The key is to create content that’s authentic but with your own unique twist.

Think:

  • Does this scenario, audio, image, etc., seem relatable to my audience?
  • What’s an unexpected spin I can put on this that no one’s done yet?
  • Is my idea goofy, quirky, or fun – but surprisingly simple?

Sometimes, you’ll hit gold; sometimes, you won’t. The aim shouldn’t be to force virality.

The aim should be to create something fun and interesting. If it’s good, others will want to recreate it. Then, you might find yourself becoming the trend.

2. Entertain The Hypothetical

In video marketing, there are no rules. (Well, there are, but when it comes to creativity, the sky is pretty much the limit).

There’s a huge opportunity to turn traditional concepts on their head,  challenge peoples’ assumptions, and, let’s face it, ruffle some feathers in your industry.

Entertain the hypothetical. Ask the “what if” questions, and then play out the scenario in your video content.

For example:

  • What if the secret to happiness wasn’t personal fulfilment, but coffee?
  • What if, in the SEO industry, content wasn’t king but queen?
  • What if dog people and cat people lived in separate societies?
  • What if social media influencers were from Venus and everyone else was from Earth?

I know these questions seem ridiculous, but that’s the point. If you’re trying to capitalize on video content ideas that aren’t played out, you have to break the mold.

The appeal of these topics is that they grab users’ attention, especially if the conclusion isn’t what’s expected.

This prompt works even better if you are able to relate the hypothetical scenario to your industry, either flipping the script on a traditional concept or offering contrasting advice to that of other “experts” in your field.

3. Become A Mixologist

Viewers are intrigued when two seemingly unrelated concepts are mashed up together.

Marketing and horseback riding? Ecommerce and the nail salon? Christmas morning and doctor’s appointments? It’s time to practice your video mixology skills.

You’d be surprised how many connections exist between marketing a business and everyday concepts.

I mean, we see it all the time on LinkedIn, with influencers sharing what their morning cup of Joe taught them about lead generation. This type of content works because it’s unexpected, random, and gets people thinking.

Here are a few examples:

  • “Fishing and Client Retention: How to Keep ‘Em on the Line”
  • “My Visit to the Nail Salon Was a Perfect Metaphor for Product Marketing…”
  • “I Rage Quit My Business. Video Games, Marketing, and Painful Lessons”

Try being a video marketing mixologist. Consider how two unrelated concepts can come together, and then tie the lessons into your brand or industry.

4. “Steal” From Other Industries

Industries tend to be siloed from each other. Do Kim Kardashian fans know what’s going on in crypto, or vice versa? Maybe. But it’s less likely these viewers receive the same video feed. You can use this to your advantage.

Take a gander at what’s trending in other industries. This is easily accomplished by doing a keyword search on Instagram, YouTube, or TikTok.

After a few scrolls, you’ll get a sense of what topics and formats are performing well and perhaps come up with some ideas for your own field.

For instance, the “GRWM” trend has been hot in the beauty and fashion industry for a while, but not so much in marketing.

Say you’re trying to grow your personal brand. A “GRWM as a Full-Time Web Designer” might be a fresh concept with your followers.

Another example might be the “#WomeninMaleFields” trend, where creators make ironic jokes about women working in male-dominated industries and navigating the dating scene.

If you’re a product designer, perhaps you capitalize on this trend with a video like, “Did your boyfriend help you sketch that prototype? #ProductDesigner.”

While I don’t recommend actually stealing entire video ideas, you can gain inspiration by scrolling through other industry video feeds, and applying hot trends to your own niche.

 5. Up The Interactivity Factor

With artificial intelligence (AI) and augmented reality (AR) technology at its prime, there are so many ways to add interactive components to your videos.

Where most creators play it safe with “talking head” videos, you can get creative with AR-enabled elements and “gamified” experiences.

For instance, if you own a law firm, you could create a video that simulates a virtual consultation, wherein viewers can “meet with” an attorney, navigate the intake process, and receive a step-by-step walkthrough of filing their case.

This may require advanced technical skills, but you can work with a designer to create 3D models of your office, using digital model tools like Blender.

Or, you could design a “choose your own adventure” video series that takes viewers through a unique storyline.

For example, the legal process for buying a home, starting a business, or filing a personal injury claim. Users can select their own choices, influence the outcome, and even interact with a virtual legal professional.

With all of today’s tech at our fingertips, creating personalized experiences and interactive worlds is easier than ever.

6. Do The Time Warp

Traditional “before and after” videos are played out. Time-lapse videos are in. Instead of comparing before and after images of customer results, create videos that show their journey in action.

Whether it’s a fitness program, a home renovation, or an overhaul of a client’s lead generation strategy, time-lapse videos tell a story and make viewers feel like they are part of the process.

Pair this content with a voiceover, real testimonials, and captions, and you’ve got yourself an engaging video.

These videos are easy to make with the help of transitions in video editing software like iMovie, or with the help of a professional video editor.

7. Live Video Is Not Dead

Live video streaming, like Facebook Live, has been around for a while, but many more platforms have started offering an array of live video capabilities.

This presents new opportunities to go beyond standard pre-recorded videos.

Here are a few ways to leverage live video platforms:

  • Facebook Live: Great for ​​growing a community, conducting Q&A sessions, and sharing tutorials. Integrates directly with Facebook Pages, Groups, and Events.
  • YouTube Live: Ideal for long-form videos and reaching a large audience. You can embed live streams on your website or share via links. Includes Super Chat and Super Stickers features for monetization.
  • Instagram Live: Offers interactive features like polls, questions, and live guest invites. Great for behind-the-scenes footage, influencer collaborations, casual chats, and quick tips.
  • LinkedIn Live: Ideal for B2B businesses and thought leaders looking to reach other professionals. Live streaming features for webinars, industry updates, and Q&A sessions.
  • TikTok Live: Best suited for reaching younger audiences and fostering real-time engagement. Includes gifting and tipping options for monetization. Ideal for quick tutorials, influencer promotions, and audience Q&A.

What’s cool is that live videos can sometimes be downloaded and reposted as static videos later.

For example, Facebook Live has a “download” function where you can save your live video session and then upload it to other platforms, like YouTube or Instagram.

Video: Your Brand’s Digital Advantage

Brands that leverage video in creative, innovative ways can earn dividends in their marketing efforts.

Don’t underestimate the reach and impact of relatable, authentic content. If you have a novel idea with decent production quality, you can easily be the next hot trend.

You don’t need to be a video marketing expert to succeed. Often, the most impactful videos are based on ideas drawn from everyday life.

Look for inspiration in your work, surroundings, and customer stories. Then, add your unique spin to create a video that resonates with your audience and cuts through the noise.

More Resources:

Featured Image: Chay_Tee/Shutterstock

Ecommerce MGMT 0 Comments
Dec 20 2024
Top 10 Emotionally Engaging Holiday Ads Of 2024 via @sejournal, @gregjarboe

The most emotionally engaging ad of the 2024 holiday season is a Teleflora ad featuring a hospitalized boy and a magical snowman.

According to research by DAIVID, the ad inspired the highest levels of positivity among viewers.

The Power of Wishes ad was created by The Wonderful Agency and encourages donations to help grant transformative wishes for children with critical illnesses.

Alongside Teleflora are nine other brands that also elicited the most positive emotions to create emotionally engaging ads.

1. The Power Of Wishes By Teleflora

As the video’s description says, “Believe in the power of wishes. This holiday season, Teleflora is proud to partner with @MakeAWish. Learn how you can show your support on Teleflora.com/wish and watch our new film.”

DAIVID’s analysis found that 57.1% of viewers experienced an intense positive reaction to the campaign, securing its top spot on the platform’s holiday ad rankings.

2. Your Spark Can Light Up The World By Erste Group

In second place is Erste Group’s ad “Your spark can light up the world,” which celebrates the origin story of the Christmas carol “Silent Night.”

As the video’s description says, “Get inspired by Silent Night and let your spark light up the world.”

And 56.4% of viewers were likely to feel intense positive emotions.

3. The Gifting Hour By John Lewis

“The Gifting Hour,” a John Lewis Christmas ad, is the final chapter in a trilogy by Saatchi & Saatchi. It came in third place with its touching tale of two sisters on a magical gift-finding quest.

It’s worth noting that the video’s description is more than 800 words long – and reads like a screenplay.

And, with 56.4% of viewers likely to feel intense positive emotions, this makes “The Gifting Hour” one of the most emotionally engaging Christmas ad by John Lewis in six years.

4. The Journey By Marks & Spencer

“The Journey” by UK retailer Marks & Spencer (M&S) took fourth place.

In the ad, comedian Dawn French reprised her role as the Christmas Fairy, reluctantly hosting a holiday party for her neighbors.

It generated intense positive feelings in 55.4% of viewers.

5. Amazon Midnight Opus By Amazon

“Amazon Midnight Opus – Holiday 2024” took fifth place with a description that says, “Make dreams happen this season, with a little holiday magic from Amazon.”

The 90-second version of the ad generated intense positive feelings in 55.2% of viewers.

I’ve also seen the 30-second version of the commercial on TV, and it loses much of its emotional impact. The longer version is much better.

6. The Sanctuary By Chevrolet

“The Sanctuary,” a 2024 holiday commercial by Chevrolet, is in sixth place.

The video’s description says, “This holiday season, remember none of us can get where we want to go without the support of another, especially from those we cherished most.

Watch as a father and son come together on the bench of their family’s 1978 Chevy Silverado C10 to look back on their shared past and how it continues to drive them forward.”

The ad generated intense positive feelings in 54.9% of viewers.

7. Una Historia De Navidad By Suchard

Suchard’s “Una historia de Navidad” is in seventh place as “A story that shows that Christmas comes anywhere.”

This ad generated intense positive feelings in 54.7% of viewers.

8. Waldo Anthom By Etsy

The Etsy holiday commercial “Waldo Anthem” is in eighth place. The video’s description merely discloses an enigmatic Where’s Waldo?

Nevertheless, 54.6% of viewers were likely to feel intense positive emotions.

9. 40 Years Of Christmas On The Nations’s Network By Vodafone UK

Vodafone UK is in ninth place with their 40 years of Christmas. And shows the journey from the first mobile phone in 1984 and a nostalgic view of technology through 40 years.

The video’s description says: “Our advert for 2024 shows how technology has changed, but the feeling of connecting with loved ones at Christmas remains the same. ”

The ad generated intense positive feelings in 54.5% of viewers.

10. A Magical Christmas By Lidl

And finally, “Lidl Presents: A Magical Christmas” is in 10th place and encourages viewers to gift a toy to Lidl’s Toy Bank and “share the magic.”

And 53.7% of viewers were likely to feel intense positive emotions.

The Christmas Big Emotions

Now that you’ve seen the most emotionally engaging Christmas ads for this year, what do you notice? What do you wonder?

For festive ads, the common themes that resonate with audiences will always be the staple emotions: warmth, joy, and excitement.

And this year, the big winner – nostalgia.

According to the CEO of DAIVID. Around 85% of ads tested this year scored above average for that emotion.

Nostalgia

In alignment with the data, I noticed that 9 out of the 10 ads above tapped into nostalgia, ranking it as one of their top 5 emotions.

Reminding people about the ghosts of Christmas past will always be a winner. It’s an easy way for brands to access a lot of emotions in a very short time, making it very powerful.

Brands that did well this year include:

  • Chevrolet – 162% higher.
  • Vodafone – 152% higher.
  • John Lewis – 95% higher feelings.

These are just some of the notable examples.

Read more about the 39 Emotions Digital Marketers Can Use In Advertising and Nostalgia Marketing & What We Can Learn From John Lewis Ads.

Sadness

But brands that sprinkle other emotions into the mix tend to do better. This is why Teleflora’s “The Power of Wishes,” which is almost five times sadder than the average ad, outperformed other emotional ads at Christmas.

Now, there was a time when “Sadvertising” was a huge trend at Christmas, but not so much this year. I wonder if brands are trying to cheer us up after such a horrible year.

It’s worth noting that only 12 of the 125 ads that DAIVID tested scored higher than the norm for sadness.

Don’t get me wrong – there were brands that made us cry.

For example, the ad that made us cry the most was World of Our Own from Shelter. The ad generated intense sadness among 31% of viewers, well ahead of any other ad this year and more than five times sadder than the industry average.

Others that made us tear up include “PETA’s  Christmas Ad.” As the video’s description warns us, “PETA’s 2024 Christmas advert is here – and this cow’s story will break your heart.”

And then there’s #FeedYourChristmasSpirit from Tesco. But the ad’s attempt to be bittersweet comes off as weird.

Amusement

Making people laugh has also been a key theme this year. Again, I think brands and their agencies are trying to cheer us up.

A notable example of this in the top 10 is “The Journey” from M&S. Dawn French is a UK national treasure – and much loved.

However, the funniest Holiday ads this year did not quite make the top 10.

The ad most likely to make people laugh is “A Watt Holiday Classic” from DICK’s Sporting Goods.

It features former NFL player J.J. Watt, who recreates scenes from iconic festive films after being trapped in a Dick’s store after closing. The ad made 37% of viewers laugh, which is well above the industry norm.

Another festive ad to make us laugh this year is a spot from a British supermarket chain called “Sweet Suspicion: A Waitrose Mystery” by Waitrose. This ad made 34.1% of viewers laugh out loud.

Sprinkle Some Magic

A lot of magic was used this year. This was a very common theme throughout the chart. Do you think people are trying to forget what the world is like right now?

But there was a lack of celebs. I think there is only one (Dawn French) in the top 10. That makes festive advertising very different than Super Bowl ads. But that’s a topic for another day.

Methodology

A total of 125 holiday advertisements from across the globe were analyzed in the study. The ads were evaluated based on the percentage of viewers expected to experience strong positive emotions in response to the content. As noted, DAIVID measures 39 distinct emotions, with their intensity rated on a scale from 1 to 10. Scores between 8 and 10 are classified as “intense.” The data for the chart was collected at 7:00 AM on December 3, 2024.

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Featured Image: Nicoleta Ionescu/Shutterstock

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Nov 13 2024
YouTube Ad Updates: Enhanced Shorts Monetization via @sejournal, @MattGSouthern

YouTube expands Shorts monetization with new ad controls, measurement tools, and creator partnerships.

  • Advertisers can now run campaigns exclusively in Shorts feed or focus on horizontal content.
  • New interactive stickers and animated ads will enhance advertising options by year-end.
  • YouTube is expanding measurement capabilities with third-party sales lift tracking and improved Brand Lift surveys.
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Sep 5 2024
August Update from IAB Shows Ad Spend & Opportunities For Growth In 2024 via @sejournal, @gregjarboe

This morning, The Outlook Study: August Update has been released by the IAB as an update to their initial November 2023 study and provides a snapshot of projected ad spend, opportunities, and challenges for the remainder of 2024.

The study outlines the shifts that have occurred throughout the year, capturing current perspectives from buy-side ad investment decision-makers at brands and agencies.

Here are some of the key takeaways for digital marketers:

  • Buyers increased their 2024 ad spend projections from +9.5% projected at the end of 2023 to +11.8% today.
  • Nearly all channels are expected to post higher growth rates year-over-year (YoY), with even Linear TV rebounding.
  • Retail media’s ascent continues, with buyers revising YoY projections from +21.8% to +25.1%.
  • Buyers continue to focus on cross-funnel KPIs while shifting efforts towards reach optimization as interest in new KPIs wanes.
  • Measurement challenges persist for the industry, while economic concerns subside.

In other words, it’s time to spring forward, not fall back, in the media and marketing industries.

Buyers’ Ad Spending Forecasts For 2024 Have Been Revised Upward

The increase in projections is not what many digital marketers were expecting, so what is happening in the changing industry landscape?

Increased ad spending in the second half of 2024 is being driven by increased political spending around the presidential election and other cyclical events, such as the Summer Olympic games.

Based on IAB’s recent email survey of 200 buy-side ad investment decision-makers, primarily at brands and agencies, nearly all channels are expected to post higher growth rates YoY.

Yes, even linear TV is now expected to grow 4.3%, but nine other channels are expected to grow at even faster rates:

  • Connected TV (CTV) by 18.4%.
  • Social media by 16.3%.
  • Paid search by 13.1%.
  • Podcasts by 12.6%.
  • Digital video excluding CTV by 12.5%.
  • Digital out-of-home (OOH) by 8.9%.
  • Digital audio, excluding podcasts, by 8.3%.
  • Digital display by 7.4%.
  • Gaming by 5.1%.

Why Is Retail Media Expected To Continue Growing?

Buyers – particularly in the consumer-packed goods (CPG) and the beauty categories – are set to surge in the U.S. this year, pushing overall retail media ad spending to reach one-fifth of the total 2024 ad spend.

Okay, these are the reasons to spring forward, even if we’re on the verge of fall. But there are a couple of challenges that digital marketers still face.

For example, there’s been a decline in focus on new ad KPIs (e.g., attention metrics, weighted CAC, etc.), which suggests there’s been a renewed interest in refining and leveraging established metrics to achieve cross-funnel goals.

However, goals can vary by channel.

As I mentioned this summer in “Business Outcomes Are The Top KPI Of Video Ad Buyers – IAB Report Part Two,” IAB’s latest Digital Video report found that within the digital video channel, buyers are determining success via business outcomes, i.e., sales, store/website visits, etc.

So, figuring out how to use Google Analytics 4 (GA4) to measure business outcomes instead of marketing outputs remains “the road less traveled.”

Understanding Evolving Consumer Habits Is A Growing Concern

While economic worries have faded, the concern over executing cross-channel media measurement has risen.

The resilient economy, marked by a 2.3% rise in consumer spending in Q2 2024, has eased buyers’ concerns.

But, as media convergence gains traction, cross-channel measurement remains a top priority, especially for large advertisers that spend over $50 million annually.

Other concerns, like managing reach and frequency across screens and channels, as well as media inflation, have remained flat.

Understanding evolving consumer habits is a growing concern – and is keeping significantly more buyers up at night than it did last year.

It does seem like it’s time to spring forward in the media and marketing industries, although this has traditionally been the season when digital marketers prepare to fall back.

All data above has been taken from The 2024 Outlook Study: August Update – A Snapshot into Ad Spend, Opportunities, and Strategies for Growth by the IAB. The study is a follow-up to the initial November 2023 release, providing current perspectives from 200 buy-side ad investment decision makers at brands and agencies.

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Featured Image: SeventyFour/Shutterstock

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Aug 22 2024
How CTV Fits Into Digital Marketing During Holiday Season [Interview With Matt Voda] via @sejournal, @gregjarboe

Trends for holiday season planning have shifted over the years, and different brands define “the holidays” in different ways.

Retailers are keen to get as much out of holidays as possible. But the holidays come with challenges, with consumers becoming more selective with their spending and spending less in some categories.

Back in in 2008, I worked on a campaign called “100 days of Holidays” for “Better Homes & Gardens.” It started the month before Halloween and ran until New Year’s Day.

These days, you can already see Halloween costumes, candy, and decorations in stores weeks before Labor Day. So, the ship has sailed when it comes to planning for that upcoming holiday.

The extension of holidays, blurring them together, and inventing new opportunities for sales have shaped consumer behavior and how brands approach a long, hectic holiday season. The season is shorter this year, building pressure for brands to perform.

Digital marketers must now navigate new shifts in consumer behavior in preparation for the holidays this year. These seven trends will have a significant impact:

  1. Compared to last year, Thanksgiving is particularly late this November, resulting in five fewer shopping days between Cyber 5, the five-day shopping period that takes place from Thanksgiving to Cyber Monday, and the end of the year, which includes Christmas, Hanukkah, Kwanzaa, and New Year’s Eve.
  2. Despite some retailers anticipating that consumers will continue to limit their spending in the latter half of the year, EMARKETER predicts that total holiday retail sales will increase by 4.8% this year, up from the 3.9% growth rate seen in 2023.
  3. Digital shoppers will allocate the most money to fashion (including clothing, footwear, and accessories) this holiday season, but computer and consumer electronics will continue to lag for another year, as consumers feel less urgency to replace these items following the surge during the pandemic, according to EMARKETER.
  4. In 2024, US consumers are expected to spend an average of two hours and 15 minutes daily watching connected TV (CTV), according to EMARKETER research. And shoppable CTV ads are simplifying the process for holiday shoppers to make purchases directly from the media they watch.
  5. This holiday season, CTV advertisers could also reach 206.3 million second-screen users who discover brands and products on TV and then use their phones to learn more or make purchases, according to EMARKETER.
  6. Consumers are being more selective with their holiday spending this year. Over 60% of Americans say they can’t afford to make the wrong purchase, which may explain why a third of consumers have already begun shopping for the holidays, a significant increase compared to last year, according to a Google/Ipsos study.
  7. 60% of U.S. consumers have completely walked away from a purchase when overwhelmed by too many choices or excessive information, according to another Google/Ipsos study.

How CTV Fits Into Digital Marketing During Holiday Season Interview With Matt Voda

To get a good read on how CTV fits into the digital marketing mix during the upcoming holiday season, I asked Matt Voda, CEO of OptiMine, for his thoughts.

He is a marketing expert who advises some of the world’s largest brands like Amazon, Ring, Best Buy, Domino’s, JCPenney, TheRealReal, and other brands on cross-channel marketing impact, measuring both digital and traditional marketing channels down to individual ads and campaigns.

Here are my questions and Voda’s answers:

Greg Jarboe: How do you plan to navigate the shorter holiday shopping season?

Matt Voda: OptiMine’s clients use our scenario planning capabilities to run simulations using the shorter holiday season and look for the best ways to maximize sales. That can mean getting campaigns started earlier, or shifting to higher intensity levels faster, or even to run more last-minute campaigns for shoppers who wait until the last minute.

Jarboe: Do you expect holiday retain sales to go up, down, or sideways this year?

Voda: Retail sales have shown some strength recently despite predictions showing the opposite, so this is especially difficult to predict this year. That said, retailers with more agile marketing measurement can get faster reads on performance and adjust investments and mix more quickly in a more dynamic consumer environment, and these retailers will perform better as a result.

Jarboe: What do you expect to be retail’s most resilient categories in 2024?

Voda: There will be winning and losing categories, but the best retailers will be combining advanced customer intelligence with marketing measurement that informs which marketing approaches work best with key consumer segments to ensure they can overcome these challenges.

Jarboe: How does CTV fit into your digital marketing mix this holiday season?

Voda: Brands use CTV when they need better targeting options than what linear TV can offer, and CTV ends up functioning like digital video in this regard. The lines between TV and digital video are blurring quickly.

Jarboe: Will any of your holiday campaigns tap into second-screen users?

Voda: Successful retailers understand the interplay of media across their funnel and have the right measurement in place to guide to the most optimal investment mix across all channels. This is now table stakes.

Jarboe: Can social video change the hearts, minds, and actions of more selective shoppers?

Voda: Yes, absolutely. OptiMine’s Index, which is a performance benchmark across many of the top brands in the world, shows that video over social can be an extremely effective investment area, especially for new customer acquisition.

Jarboe: How to you provide consumers with the information they need without overwhelming them?

Voda: Creative is one of the most important aspects for successful campaigns and even with advances in AI, human creative talent is absolutely worth the investment and can make the difference.

Adjust To Consumer Trends Creatively

Digital marketers need to be creative and nimble to navigate the significant shifts in seven trends during the upcoming holiday season.

Connected TV can play a critical role in reaching consumers. By offering a streamlined user experience, CTV can facilitate better interactions between brands and consumers and help increase sales.

Paying attention to your media mix will be important. Track how your different channels interact with one another as well as how they individually perform.

Invest in human creative talent to create the right messages for the right channels to reach new and already engaged consumers. Optimizing for new experiences, such as allowing users to make purchases directly in ads placed on CTV or social media, could be key to boosting ecommerce sales this holiday season.

Yes, this is hard. But as Jimmy Dugan (Tom Hanks) tells Dottie Hinson (Geena Davis) in A League of Their Own (1992),

“It’s supposed to be hard. If it wasn’t hard, everyone would do it. The hard … is what makes it great.”

All stats above are taken from an EMARKETER report unless otherwise noted.

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Featured Image: Stock-Asso/Shutterstock

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Jul 26 2024
Top 7 Most Emotionally Engaging Olympics Ads (P&G Campaigns Are Winning) via @sejournal, @gregjarboe

With the 2024 Olympic Games in Paris officially opening today, DAIVID used its advanced content testing platform to see which ads from the global sporting event have elicited the most intense positive emotions of all time.

Procter & Gamble (P&G) dominates DAIVID’s chart, with five of the top seven ads – including the top three positions.

So, the rest of the search and marketing community will want to figure out what the American multinational consumer goods corporation headquartered in Cincinnati, Ohio has understood for more than a dozen years.

1. P&G Thank You, Mom – Sochi 2014 Olympic Winter Games

A P&G 2014 Winter Olympics campaign honoring the crucial support mothers provide to athletes is the most emotionally engaging Olympic ad ever.

This accolade comes from DAIVID, a creative effectiveness platform, which found that the “Pick Them Back Up” campaign evoked the strongest positive emotions among viewers.

“P&G Thank You, Mom | Pick Them Back Up | Sochi 2014 Olympic Winter Games” led the chart with 59.6% of viewers responding with intense positive emotions. As the video’s description says, “For teaching us that falling only makes us stronger. For giving us the encouragement to try again. Thank you, Mom.”

2. P&G – Thank You, Mom – The Winter Olympics (2018)

Following the (emotional) success from 2014, Thank You, Mom – The Winter Olympics (2018) was close behind in second place with a score of 59.5%.

This video guides the viewer through moms supporting their kids with their dreams and through their circumstances – whether it be bias over color, religion, disability, or sexual orientation.

3. P&G ‘Thank You Mom’ Commercial: “Best Job” (London 2012 Olympics)

P&G’s ad from the London 2012 Olympics took third place, with 58.4% of viewers responding with intense positive emotions.

In this 2012 edition of Procter & Gamble’s ad campaign, supportive mothers take their children to practices and help the kids deal with setbacks on their way to becoming successful Olympic athletes.

4. National Lottery Funded Athletes – TV Extended Version

The UK’s National Lottery ad, ” National Lottery funded athletes – TV advert Extended Version,” took fourth place with a score of 56.9%.

It was inspired by the story of 800-meter runner Jenny Meadows’ mother and showcased how National Lottery funding supports British athletes in achieving their dreams.

5. P&G ‘Thank You, Mom’ Campaign Ad: Strong (Rio 2016 Olympics)

Another from P&G’s Thank You, Mom series for the Rio 2016 Olympics was placed fifth, with 55.9% of viewers responding with intense positive emotions.

In this two-minute commercial, P&G features supportive mothers helping their children persevere through difficult circumstances on their way to becoming Olympic champions.

The brand positions itself as the “Proud sponsor of Moms” and uses the tagline: “It takes someone strong to make someone strong. Thank you, Mom.”

6. We’re The Superhumans – Rio Paralympics 2016

Channel 4, a British free-to-air public broadcast television channel, took sixth place with its “Superhumans” trailer for the Rio Paralympics 2016. The 3-minute video ad got a score of 55.7%.

7. Procter & Gamble – Your Goodness Is Your Greatness

Your Goodness is Your Greatness from P&G took seventh place, with 55.5% of viewers responding with intense positive emotions.

Now, P&G was founded in 1837 by William Procter and James Gamble. Do you think this gave them a head start on the rest of the field?

DAIVID CEO’s Insights

In a press release, Ian Forrester, CEO and founder of DAIVID, said:

“When it comes to emotional Olympic campaigns, no brand has ever gone faster, higher or stronger than P&G.

The company’s incredible tributes to the role mums play in helping to put future Olympic champions on the path to Games glory really tug at the emotional heartstrings and are capable of turning even the most cynical viewers into emotional wrecks.

‘Pick Them Back Up’ is a worthy gold winner, generating some of the most intense feelings of positivity we’ve ever seen for an ad.”

He added, “It’s also great to see Channel 4’s sensational campaign, ‘We’re The Superhumans’ in the top 6. Generating incredibly intense feelings of inspiration, the ad has played a crucial role in putting the Paralympics firmly in the hearts and minds of viewers all around the world.”

What can I add?

I’ve known Forrester since September 2012, when he joined the Unruly Group as global insight lead. And I talked with him several times over the next six years about Unruly’s Viral Spiral charts, which showed which video ads were among the most shared.

So, I’ve learned that Forrester has the kind of Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) that not only Google talks about, but skeptical journalists and bloggers value, too.

That’s why I’ve quoted him – along with other video gurus – in articles like “What’s The Alternative To Spending $7 Million On A Super Bowl Ad?” as well as “How To Make A Video Go Viral.”

And that’s why I’ve cited DAIVID’s critical data and strategic insights in articles like “The Best 5 Super Bowl Ads in 2024 (Brands That Got It Right)” as well as “39 Emotions Digital Marketers Can Use In Advertising.”

But if you want to figure out what P&G already understands, then it’s worth spending a few moments learning more about DAIVID’s methodology.

Check Out DAIVID’s Methodology

Based in London, DAIVID leverages technologies like facial coding, eye tracking, and computer vision to help advertisers enhance the emotional and business impact of their campaigns.

Their platform allows marketers to assess and improve ad effectiveness on a large scale using advanced data analysis methods.

DAIVID’s study of the most emotionally engaging Olympics ads utilized its Self-Serve solution, trained on millions of consumer data points, to predict the emotional reactions and attention levels ads would generate, along with their potential brand and business impacts.

The analysis involved 56 Olympic ads, excluding those from the current Paris Olympics.

Watch For Yourself To See Why These Videos Trigger Emotion

So, watch the seven ads above and see for yourself what kind of video content triggers intense positive emotions in viewers. You may see something that I might have missed.

But the next time you want to know if your ad creative is working, test it. I know, talking about testing social videos the way that Madison Avenue once tested TV commercials seems like pie in the sky.

But with AI as your co-pilot, making creative testing affordable, you can fix problems and identify solutions faster and easier than it could back in the old days.

Okay, this may not bring tears to your eyes – like “Pick Them Back Up” probably will – but it can help you catch up with P&G, which already has a 12-year head start.

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Featured Image: Gorodenkoff/Shutterstock

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