What Makes Ads Go Viral... and How to Test for It! - BrainJuicer

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Emotion-into-Action score is the best predictor of Ad Effectiveness Traditional KPIs actually discriminate against most effective ads… Average number of very large business effects achieved for top and bottom 9 ads when ordered on each measure 3 2.67 2.56 2.56 2.33 2.33 2 1.67 2.00 1.78 2.00 1.78 1 Best 9 Ads Bottom 9 Ads Best 9 Ads Bottom 9 Ads Best 9 Ads Bottom 9 Ads Best 9 Ads Bottom 9 Ads Best 9 Ads Bottom 9 Ads Emotion-into- Action Persuasion Established Industry Cut-through Measure Equivalent Base: 18 ads for which business effectiveness data is available from the IPA Brand Linkage Specific Key Message = on Message 6
Explaining humanity? Explaining advertising that delivers business success Emotion Brand recall, message take-out, persuasion… 7
Page 1: What Makes Ads Go Viral... and How
Page 4 and 5: V large profit gains (% reporting)
Page 8 and 9: Guide to Likely Business Effects Bl
Page 10 and 11: Of course, it was successful in ano
Page 12 and 13: The Perfect Viral Laboratory Gurni
Page 14 and 15: We had a hunch emotional intensity
Page 16 and 17: So…What’s The Secret Formula? Y
Page 18 and 19: Further Validation
Page 20 and 21: Predicting Free Media Bounce with t
Page 22 and 23: Beyond The Super Bowl: Further Expl
Page 24 and 25: Interactive Ads: BA’s “Home Adv
Page 26 and 27: % of respondents Emotional Extremes
Page 28 and 29: Social Proof: Does sharing make ads
Page 30 and 31: % of respondents Sharing Drives Sha
Page 32 and 33: For Fame And Fortune (And Sharing)

What Makes Ads Go Viral... and How to Test for It! - BrainJuicer

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