„I’m not in the mood to watch this commercials” – it turns out that the kind of feelings that many of us might identify with, marketers have long been inclined to underestimate. Recent Yahoo studies show, however, that our current mood really influence how we resonate with marketing content.
Receptivity of Emotions study was based on quantitative research among 600 people aged 16-54 in the US and UK who used a custom-developed smartphone app to complete a week-long survey, and qualitative research involving 12 in-depth, two-hour interviews in New York and London along with further 15 minute surveys with over 4000 people from the UK, US, Germany and Canada.
Advertisers could increase the impact of digital advertising by as much as 40% when reach consumers when they’re in the right mood – according to a recent Yahoo Receptivity of Emotions survey. Encouraging results are also obtained when responding to content marketing.