Feel more, click more: The impact of emotion in interactive digital advertising

This paper describes a US research project investigating the role of emotion in digital advertising, specifically to test whether interactive formats ('high-impact ads') deliver more long-term profit-driving effects than standard banner ads.

Introduction

As more advertising spend migrates online, there's a need to understand differences between online ads that drive short-term sales and those which drive long-term, profitable brand growth. This need is particularly acute as the industry faces pressure to prove ads are actually being seen, and from consumers increasingly blocking intrusive ads. Moving the profit needle digitally has never been so important, but it's never been so hard!

This was the issue facing digital agency Undertone when they contacted System1 Research in 2016. Undertone create emotionally engaging, interactive digital ad formats (what they call 'high impact ads'). These are also...

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