Emotional Resonance

What is Emotional resonance?

Emotional Resonance refers to the alignment between an advertisement’s emotional tone and the content it accompanies, creating a deep connection with viewers. This alignment enhances the effectiveness of the ad by tapping into the viewer’s emotional state and fostering a stronger engagement with the brand.

In Connected TV (CTV) advertising, emotional resonance is crucial for maximizing viewer engagement and recall. Ads that harmonize with the emotional context of the content are more likely to capture and maintain the viewer’s attention, leading to more effective brand communication and improved ad performance.

How does emotional resonance help advertising?

• Alignment with Content: Emotional resonance involves matching the emotional tone of the ad with the surrounding content. For example, placing an uplifting ad within a positive, heartwarming show can amplify the ad’s impact.
• Enhanced Viewer Engagement: When ads resonate emotionally with the viewer, they are more likely to engage with the content and the brand. This connection can lead to higher recall rates and a more favorable brand perception.
• Reduced Disruption: Ads that align with the content’s emotional tone are less likely to be perceived as disruptive. This reduces viewer irritation and ad fatigue, making the overall viewing experience more pleasant.

For more information on how emotional resonance can help with marketing, read our guide to Full Funnel Marketing on CTV.

What is an example of emotional resonance on CTV?

An illustrative example of emotional resonance on CTV is Monks’ campaign utilizing emotion-based targeting with Wurl’s BrandDiscovery. By aligning the emotional tone of their ads with the content of the programming, Monks achieved notable success:

• Increased Brand Awareness: The campaign led to a 7x increase in brand awareness, outperforming previous efforts by a significant margin.
• Enhanced Engagement: The emotional alignment drove a 2x increase in purchase intent
• Cost Efficiency: The targeted approach also reduced the cost per engagement by 50%, demonstrating how emotional resonance can drive both effectiveness and efficiency in CTV advertising.