Annalect: Emotional response to ads on different platforms

Annalect, Omnicom Media Group's digital-buying and data hub, tested the emotional responses elicited on different creative platforms.

Campaign details

Brand: Annalect

Project Summary

In a world of constant stimuli and attention span decreasing, we believe more than ever, it is essential that our communication reach and leave a mark on the consumer. Not just in memory but on a more subconscious level.

Inspired from Byron Sharp's theory about Emotional Impact, we included biosensors when testing three ads with different creative expressions. The theory concerns the importance of brands creating positive emotional responses to make brands grow. Since we believe platforms interfere with the emotional response, the ads were tested on Facebook, YouTube and TV-on-demand.

To create...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands