The Advertising Happiness Formula

There is simply no denying that good adverts do an amazing job at toying with human emotions. Sometimes they make us smile, other times they make us sad.

A number of studies have proven that consuming any medium has a significant effect on people’s mood. Research commissioned by the Radio Advertising Bureau, found radio being the most popular to make people feel happier and energetic.

People who watched TV rated themselves 62% happier on average, people using the internet rated themselves 69% happier, but people listening to the radio were an impressive 100% happier, as compared to those who didn’t consume any media.

Happy Brands make Happy Customers

Have you ever found yourself whistling an ad jingle or singing the soundtrack to that car advert in the shower? Big brands, such as Coca-cola, McDonald’s and Dove are shaping up 2015 as the year of positivity. Their campaigns ooze with happiness…

https://youtu.be/tjvW7vQT5yU

 

https://youtu.be/nsOIPDoxChs

 

https://youtu.be/cjoJUvHcqbk

 

One of the key ingredients of happiness is humour, something comedians believe is actually in decline of in ads. Channel 4 comedian Jimmy Carr raised the concern at Advertising Week Europe last month, that there isn’t enough British humour ejected in adverts and that we rarely see comedy in adverts anymore – do you agree?

Even charity ads have reinforced positivity, some moving away from the sad soundtracks in their appeal ads. Recent charity campaigns have focused on engagement to fight causes. #ALSIceBucketChallenge will live with us for years.

Much research has gone behind emotional marketing. ROI agency, ZenithOptimedia initiated ‘The Pursuit of Happiness’ study, focussed on Millennials, who became adults around or after the millennium. They found that brands that can help 18-34s achieve happiness stand the best chance of securing long-lasting and profitable relationships. The study was all about brands turning that recessionary frown upside down and making them fulfil happiness through a balance between freedom and positive decision-making.

For the consumer:

hapiness-framework

For brands:

happiness-framework2

 

One of our Angels loves this advert:

https://youtu.be/6-OXqGVDfKA

Another chuckles every time they see this:

 

Let The Media Angel put a smile on your face and create a ‘feel good’ campaign that will deliver results and will be loved and cherished. Get in touch today.

Despite a digital shift, TV ad revenue sees little, if any decline

Industry researchers have predicted that more than half of the nation’s advertising budget is likely to be spent on digital media this year. Perhaps surprisingly, certain traditional media platforms continue to thrive, despite a digital shift.

Even with this rise in digital media, TV is expected to see its advertising revenue rise by 3% to £3.bn seeing little, if any decline. A spokesperson from the Strategy Analytic’s Report describes the future of television advertising as “simply experiencing a shift in the source of revenue from linear TV ads to online video”.

The UK’s weekly population reach for TV remains stable at 94.2% and the traditional TV set remains the screen of choice for 98.4% of the population. Viewing on other devices such as tablets, laptops and smart phones has grown year on year by 17% but has yet to overtake the traditional television set as the preferred way to watch content.

For advertisers, the steadily growing popularity of on-demand services and online platforms is great news particularly for small businesses. These services provide opportunities for reaching audiences on a far more manageable budget. Where national TV advertising is renowned for being massively expensive, the rates for ITV Player and 4oD for example are significantly less and will still reach a majority audience.

Do you want to reach up to 94.2% of the population in your area with your advertising? Contact The Media Angel on 02921 320 200 or drop us an email for impartial advice on the most suitable media mix to suit your objectives.

Cinemagraphs could become Facebook’s new trend

Today’s social newsfeed of posts are far from the static state they once were. Have you noticed more videos than ever on Facebook? They could soon allow moveable images as eye-catching as these in social posts and ads…

Cinemagraphs are a type of GIF, a photo in which only a piece of the image subtly moves. Some social-networking sites and apps, such as Instagram currently support auto-play videos on loop, with the potential for moveable images to be able to do exactly the same.

Balenciaga Perfume:

Many popular cinemagraphs are borne out of the extraordinary design work of Ann Street Studio. This frosted perfume bottle reminded the designer of a block of ice, a place where creative ideas are frozen and then emerge into fruition; beginning to melt away, slowly, as ice turns into liquid.

Christian Louboutin:
Although Christian Louboutin’s cinemagraph ad is a few years old, it is one of our ultimate favourites at The Media Angel. Seductive, subtle, sparkley.
Kleenex:
A simple, yet eye-catching concept for Kleenex tissues.
Ecco Domani:

This cinemagraph for Italian Pinot Grigio Ecco Domani, anchors the allure of modern Italy and the perfect summer evening, dining al fresco. The image perfectly captures the sleek, crisp and fresh taste of a glass of Ecco Domani. It’s truly captivating.

Gilt Taste:

This cinemagraph was featured on Gilt Taste, a former online magazine and market for food and wine lovers. Imagine M&S recreating something similar online…

Tiffany & Co:

This ad as part of a series of cinemagraphs for Tiffany and Co. is made to capture the warm beauty of the Tiffany 1837 Collection in RUBEDO – a jeweler’s metal that radiates with the warm tones of first morning light… The image is so lifelike, we just can’t take our eyes off this one.

Coca Cola Can:

Coca Cola’s cinemagraph was instantly popular on Tumblr, receiving 35,000 “notes,” which is Tumblr’s term for likes and reblogs combined. This rate of engagement speaks for itself.

Calvin Klein:

Calvin Klein uses CGI rain to drive users to the Encounter Calvin Klein website, were they could view the full fragrance film, starring Alexander Skarsgård and Lara Stone.

 

And 2014’s Top TV Christmas Ad is…

Here’s the top 10 Christmas ads for 2014, polled by phone number provider, City Numbers.

More than 1,000 consumers were asked asked about the effect of Christmas branding. 37% surveyed said it made people feel good. Take a good look at the top adverts raising spirits this season…

Why Should you Advertise on Television?

Take a few minutes to think about your favourite advert of all time, ever. What is it?

For me, there isn’t just one. There are about 5 that immediately spring to mind. My absolute favourite adverts each have something in common; they are all commercials I have seen on the television.

TV ads are immensely impactful and memorable; they are visual, bringing ideas, concepts and feelings to life and they have the power to stay in the minds of consumers for years and years to come. There are few advertising mediums that have the same potential to touch the hearts and minds of consumers in such a powerful and often emotional way.

For branding this is extremely important; it is the powerful emotional relationship that consumers have with brands that makes them so successful. It may not matter that Daisy washing up liquid is just as good as Fairy liquid, (not to mention half the price) – people trust the brand Fairy because of its positive ‘familiar’ associations. The product’s performance in the washing up bowl is probably not as important as the brand’s traditional, time-honoured and trusted associations.

My personal favourite adverts are especially memorable to me precisely because they involve these emotions and powerful, positive associations. I just cannot watch the Cesar’s ‘Love them back’ commercial without tearing up (in a good way)! It’s heartbreakingly cute. The minute long advert chimes all the right chords in the typical dog lover and pet owner, who see their pets as trustworthy, loyal and lifelong companions. It grabs attention, proceeds to pull on the heartstrings, and then leaves the consumer with a warm appreciation of their dogs as loving and loyal friends. It’s extremely effective!

http://youtu.be/yu9sWjnJFHU

 

Equally, there’s nothing more effective than a bit of humour to grab and hold the consumer’s attention. A good, humorous advert can leave a brand with exceptionally positive associations. Something that has the ability to make someone laugh is truly powerful, especially in advertising. Humour is memorable and uplifting, and can make consumers want to watch the advert over and over again. Many of humorous ads in the Market ‘work’ because they are premised on simple, relatable concepts; much like the simple male/female stereotypes played on in Heineken’s walk in fridge commercial. These ads don’t appear to try too hard to be funny; being funny is hard, and can sometimes end up going horribly wrong.

That said, even the completely un-funny and ridiculous adverts out there can create a considerable impact, mainly because they are so horrendous and almost impossible to forget. I’m talking about the ‘Go Compares’ of the advertising world. Although completely unfunny and borderline annoying, you just can’t help but think about the infamous singing man whenever you see or hear the words ‘Go Compare’.

Television advertising is truly unique and immensely effective. It really is one of very few ways to bring your brand to life and imprint your message onto the minds of millions of consumers in an instant! Television advertising can create a connection with consumers in a special kind of way; in ways that other mediums just can’t compete with.

It is true that television advertising can be hugely expensive, but fear not! There are more affordable ways to get your commercial onto screens and into people’s homes. Regional channels for example, can provide reasonable and affordable packages to advertisers, so there is absolutely no reason why you shouldn’t consider television advertising as part of your media marketing mix; your brand’s advert could have the potential to become a national favourite!

Contact The Media Angel for more information on television advertising opportunities. There is no time like the present to stand out and get your brand noticed.

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