Unruly’s research into how advertisers can apply the Peak-End Rule to maximise the effectiveness of their campaigns has been shortlisted at this year’s Digiday Marketing & Advertising Awards Europe in the Best Use of Data category.
The Peak-End Rule is a scientific theory coined by the Nobel Prize-winning behavioural psychologist Daniel Kahneman that suggests that we judge experiences, whether positive or negative, based on how we feel at the peak and at the end, instead of judging overall experience.
Unruly worked with Richard Shotton, the founder of Astroten, a behavioural science consultancy, and emotion AI pioneers Affectiva to understand whether consumers judge video ads the same way. What we found was videos that generated sharp peaks in emotion were more likely to be remembered by viewers than videos that didn’t have these emotional peaks.
Alex Khan, Group MD at Unruly, said: “It’s great to see our Peak-End Rule research shortlisted at this year’s Digiday Marketing and Advertising Awards. We’ve applied the Peak-End Rule to a wide range of campaigns over the past year for some of the biggest brands in the world; using this technique to identify the most emotional peaks and then using our editing capabilities to amend ads to ensure the emotional peaks are present and in the correct places. It’s been a huge success!”
The announcement of this year’s winners will take place via a virtual ceremony on Thursday, December 3 at 2:30pm GMT.
The Digiday Marketing & Advertising Awards Europe recognize the companies, campaigns and technology modernizing European marketing and advertising.