Companies
MAGNA and Pinterest release new research that reveals how positive perceptions of social platforms significantly drive brand performance.
Titled Positivity Performs: Ad Environments’ Critical Role in Media Planning, the study shows that users’ emotional responses to platform environments have a direct impact on key brand outcomes. Ads placed in positive environments lead to a 94% higher likelihood of purchase, with users trusting them twice as much. In addition, positivity outperforms both creativity and entertainment by a wide margin, proving that it is a far more effective driver of brand favorability (+49%), purchase intent (+35%), and preference (+44%).
Additional findings from the research include:
- Brands have an opportunity to look beyond the leading attributes of trust and safety to consider positivity as a key component for decision-making on media investments.
- Creative works harder for brands in positively viewed environments, meaning budget conscious advertisers could adjust and use this in their media strategy and planning now.
- People surveyed were 20% more emotionally engaged with content they saw on platforms they perceived as positive.
- On average people spent 15% more time looking at ads and had more “lean forward” moments in environments they perceived as positive.
To learn more and discover how advertisers can take advantage of these insights, read the full report below.
