Emotion and resonance sells: matching the psychological attributes of the ad and its program environment lifts ROI +35%

Howard Shimmel and Bill Harvey

This paper evaluates the impact on ROI of emotional attachment to television programs and the resonance between a program and the advertising aired during it.

Emotion and resonance sells: matching the psychological attributes of the ad and its program environment lifts ROI +35%

Howard Shimmel and Bill Harvey

Background

In 2016, Turner launched Turner Ad Lab, an industry initiative focused on re-imagining advertising on linear TV and in digital video. One of the work streams of Turner Ad Lab is focused on identifying the ideal audience measurement framework that's need for the year 2020 and beyond, focused not only on measuring cross platform exposure but also geared towards the planning/buying/selling based on outcomes: sales, brand awareness, other key KPIs. A key step in developing that...

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