Know Your Audiences Mood To Make Your Advertising More Effective
Congruent advertising – (where the message matches the audience mood/need state) can help advertisers ensure their campaigns are effective. Mood can influence how we cognitively process information, including advertising. Various research has shown that mood can affect how advertising messages are recalled and evaluated. For example being in a positive mood can make the ad and the brand name easier for the audience to recall. How audiences evaluate arguments within advertising messages can also depend on what mood they are in. If they are in a negative mood, the audience may process the information based on the distinctiveness or uniqueness of the product, whereas a positive mood fosters processing where the audience relates the information to other objects, memories or overall themes in their lives. So for example someone in a negative mood might see a car ad with a family on a beach and only focus on the price or fuel economy of the car. Whereas someone in a more positive mood might see the family in the car on the beach and relate it to their own happy family memories or aspirations
The right mood for TV advertising
Thinkbox, the marketing body for commercial TV in the UK launched their research Screen Life: TV in Demand, in 2013 – revealing why and how viewers choose between watching live TV and Video on Demand (VOD). The researchers identified six core reasons why people watch AV content – whether on TV or on VOD. People watch TV/VOD to…
- Unwind: defer life’s chores or de-stress from the pressures of the day
- Comfort: shared family time; togetherness, rituals, familiarity and routine
- Connect: a sense of ‘plugging in’ – to feel a sense of connection to society, to time or to place
- Experience: a need for fun and a sense of occasion to be shared
- Escape: the desire to be taken on an enjoyable journey to another time and place
- Indulge: satisfying your (typically guilty) pleasures with personal favourites, usually alone
As the TV is the focal point of the living room, the research found that live TV viewing can satisfy all of the above need states, in particular the social states Comfort or Connect. VOD is key for satisfying personal needs – Indulging or Escaping.
Finding the right mood
To know when the right mood is, we need to at least understand a typical day of our target audience. Research has found that positive mood was more elevated at weekends more so than weekdays, as people feel better balanced and relaxed.
At Mindshare, we have conducted research (DILO) that allows us to look at an hour by hour day in the life of the Irish audience. We can see what media they consume on an hourly basis against the back drop of the daily activities they do.
In terms of relaxing, on an average day, us Irish kick our feet up and start relaxing from about 6pm in the evening. Most of us are relaxing by 9pm. This correlates when most of us are watching TV. VoD viewing peaks later in the evening from 10pm. It’s clear that watching AV content is a key activity for us when relaxing.
Therefore to reach your audience in a positive, relaxed state ensure you have some advertising presence on AV channels from 6pm onwards.
For more information on Mindshare'S Day in the Life of (DILO) research, please contact Hilary.Tracey@mindshareworld.com