Optimizing the Amount of Entertainment in Advertising: What’s So Funny about Tracking Reactions to Humor?
Harvard Business School
Advertising Research Foundation
- This study uses facial tracking to explore how marketers can best use entertainment in ads.
- It explores the optimal level (not too low and not too high) of entertainment to strike in video ads to increase their effectiveness in driving sales.
- It suggests that the funniest ads are not necessarily the most effective at high levels and that the optimal level differs between humorous and other entertaining content.
- Lastly, it indicates that the optimal level depends on a host of other factors such as consumer familiarity with the brand and knowledge of the category.
- Based on these findings the authors recommend that advertisers review their practices regarding their focus on excessive entertainment in advertising.