Southeast Asian viewers are far more likely to love a brand or buy a product after watching a video ad online than viewers in the United States and Europe, according to Unruly Pulse.
Data from the new platform — which provides unique insight into the emotional and brand trends of video advertising — show that 58% of ASEAN consumers reported having a more favorable view of a brand after watching an ad, compared with 41% in the US, 28% in the United Kingdom and 26% in Germany.
Purchase intent is also higher among Southeast Asian audiences at 52%, compared to 40% in the US, and 31% in the UK and Germany.
The only country to have a stronger reaction to watching videos ads was Brazil, highlighting the importance of video advertising for brands hoping to make it big in Rio at the Summer Olympics.
Unruly Pulse uses more than 550,000 consumer responses to show marketers which emotions drive engagement across different demos, events, territories and industries. Advertisers can also analyse individual ads and compare their overall performance in their sector.
Academic and industry studies over the last decade have repeatedly shown the effects of emotional advertising on a variety of brand and business metrics, including increased brand favorability, purchase intent and earned media.
“Consumer emotions drive product sales, as well as brand love, so it’s not surprising that smart marketers appreciate the important role that emotional intelligence has to play in delivering effective video ad campaigns,” said Unruly co-CEO Sarah Wood.