Skipping, blocking, avoiding and ignoring ads, we are all guilty of it and all the brand marketers know this which is why brands are cranking up the quality of their ads, to trying and get people to watch them. Ad Age, Game Global Brand Officer Marc Pritchard stated that “they are turning down the noise and turning up the quality of their ads” by doing this they are hoping it will give them a better chance of success.

By the second quarter the evidence showed success, it was a breakthrough as their ads were voluntarily watched on YouTube with 45 million views overall.

So what is making these people voluntarily watch ads? Emotions! Emotional ads based around parents and a dash of the latest event i.e. Olympics, world cup etc. Ads with an emotional connection to the viewers have the highest breakthrough capacity. However, the capacity isn’t always everything, it is important for brands compose engaging content that people will want to share and watch with friends.

Ad breakthroughs Q2 2016

There are nearly 1,950 tv and digital ads that were tested by Ace Metrix, but they found that Gillette’s “This father’s day, go ask Dad” established the highest response considering the advert is 2:36 minutes long. Gillette’s father day advert had over 6.3 million views on YouTube since the release in June. This proves that people choose to watch adverts that make them feel something along with them being of high- quality. See everyone needs to shed a tear now and again.

It’s not just tears that get all the attentions, Apple have connected with viewers by using humour with their ad “Time – Behind the scenes”. This ad took viewers by surprise with their amusing Cookie Monster and ‘Siri’ conversation which most people found humorous and entertaining.

Common connections

So what’s in common with the current top 10 ads? They connect with the viewers they tell a story in which most people can relate to, it hits the most vulnerable part of them, their emotions. Even those who think they have a heart of stone, there will be something in them ads that will remind them of a specific moment of their life, whether it’s based on having their first child or losing someone. For that 2 minutes the ad it will make people almost instantly connect with them.

Nearly half of the top ten ads, are around 60 seconds long. This gives the brands enough time to tell a story and connect with their viewers, as well as it’s not so long that the viewers lose interest in the ad. It is clear to see that hitting the emotional spots with ads is the way to go. People are intrigued by the emotional connection that brands have to offer; it almost humanises the brand.

So to make your brand go further, open up to your emotional side.

If you require further information or have any specific questions, don’t hesitate to give a member of our promotional products team a call on 0800 0148 970 or simply email us today.