Consumers' good mood: a determining factor for digital advertising

[ayeshshiddika11]

Capturing consumers' attention when they are in a good mood could increase the impact of digital advertising by 40% , according to new research.

Yahoo! has conducted a study on emotional receptivity. The research was based on different surveys of people aged 16 to 54 in the United States, the United Kingdom, Germany and Canada .

According to this study, consumers are most receptive and optimistic about advertising during lunch time: from 11 am to 2 pm .

During this time frame, consumers were 24% more receptive to content in general and 40% more receptive to digital advertising specifically.

The study indicates that they are also more likely to use content marketing by 28% and direct marketing by 21% .

“The idea of ​​catching consumers when namibia phone data they are feeling optimistic may seem obvious at first, but we have never tested the impact it can have on the success of a campaign ,” said Nigel Clarkson , managing director of Yahoo! UK.

Coca-Cola, for example, has been one of the major companies to take a position on this issue, according to Mariano Bosaz , global senior digital director of the brand, during the Mobile World Congress, where he expressed his intention to test what artificial intelligence is capable of when it comes to creating automated narratives.

But agencies like Team One , which recently launched its AI Lab, have already made their debut in this field with the creation of a short film powered by this technology, which was presented at the last Cannes Lions Festival of Creativity.