Do you know the two elements that make a video ad effective?
Your Internet marketing service provider does not have to be the best Internet marketing company to make an intelligent guess.
According to a new study due to come out on April in the Journal of Marketing Research, serving up a surprise is the best way to get a viewer’s attention. And in order to keep it, it should be followed up with “content that elicits happy or joyful reactions.”
The researchers used eye tracking technology and facial recognition to determine who was engaged and who wasn’t.
The post from the Marketing Pilgrim quoted the authors saying that “that surprise improved attention concentration more than joy did, and joy improved viewer retention more than surprise did, revealing the dual routes to ad effectiveness that these two related, but distinct, emotions play.”
This may seem easy in theory but veteran online marketers know this is THE challenge for video ads. Different triggers elicit surprise and joy so the key is to find something unique yet universal.
The study further noted that the third stage of the process “involves alternating emotional content.” In short, the goal is to keep the viewer on an “emotional roller coaster” ride to keep them from hitting the skip button.
In conclusion, the perfect video advertisement should make you go “Wow!” and then “Aww!” and then “Hmm” and then “Oh, wow!” and then finally, “Yes!”
So, you think you have the best Internet marketing company? Well, the proof of the pudding is in the video ad.