In a previous post, I looked into the growing body of research analysing how consumers’ moods affect their response to different types of advertising content. In this post, I will look at the ways in which this has been incorporated into advertising solutions in practice.
With the rise of social media, advertisers have a window into consumers’ moods and needs at any point in time – offered by their status updates, the sentiment of their tweets, social search or even the songs they’re listening to. Two comprehensive studies on Twitter data have provided an insight into people’s mood changes throughout the day. The studies suggest that there are universal patterns; people are grumpy when they wake up, brighten up during the morning, and their mood goes into decline again during the afternoon. Moods also improve very late in the evening to peak two hours before and two hours after midnight and at weekends during 8am to 11am.Unsurprisingly, the happiest time of the week is 5pm to 6pm on a Friday (I personally find that to be the sweetest tasting drink).
In addition, Facebook has continually talked about its ability to build a “mood detector” which would enable advertisers to start targeting their ads by mood. This could possibly extend to all online ads, if Facebook becomes the dominant destination for online activity.
Moodagent, a recently launched Spotify app, is a tool that enables consumers to generate playlists suited to their mood, and allows advertisers to match their ads to the mood of the songs that a consumer is listening to. Peter Berg Steffensen, CEO at Moodagent said: “Our knowledge of emotional analytics, user behaviour and perception, combined with the ability to connect this data with specific products, provides us with the key to an unparalleled precision for targeting audio advertisement.”
Outside of digital, mood-based technology is also used in outdoor, with the development of ‘gladvertising’ (inventing a “clever” pun to name a new development always seems to make us in advertising happy). Using a face-tracking algorithm to match movements of the eyes and mouth to six expression patterns corresponding to happiness, anger, sadness, fear, surprise and disgust, digital outdoor will allow marketers to talk to consumers with tailored adverts.
Even though this area of research is still in its infancy, media owners are already developing the technology to match the potential of mood-based advertising. Essentially, this could give us new ways to fit creative and media strategies together, adding yet another layer to the communications planning process.