System1’s Test Your Ad platform rates ads from 1 to 5.9 stars based on audience emotional response, predicting long-term performance. It also provides a Spike Rating, which combines brand presence and emotional intensity for short-term sales potential. Ads with a higher Star Rating saw a 6-fold increase in brand recognition and a 20% increase in ad recall. Similarly, ads with a higher Spike Rating had significantly increased recognition and a 3-fold increase in purchase intent. Follow these tips to create effective ads that engage your audience and support your brand and sales.
Early Brand Promotion: Most digital ads are viewed for less than 2 seconds, according to Amplified Intelligence. Well-branded emotional assets enhance effectiveness across the board. The research found a strong significant correlation between Star Rating, Spike Rating, Brand Fluency Asset Dwell Time, and Pin Awareness Lift. To increase effectiveness, establish your brand early in the ad.
Appeal to the Right Brain: The right hemisphere of the brain has a broader sense of attention compared to the left. Characteristics of the right brain, such as a clear sense of place, characters, and distinctive assets, support long-term brand building. The research showed that right-brain assets resulted in an average 90% increase in brand favorability.
Utilize Cultural Moments: Referencing common cultural moments (holiday gifts, Halloween, or major sports events) can leverage memory structures, increasing emotional intensity and brand action intent. Leveraging trends or interests on Pinterest yields similar results. These references also make digital creative work feel more like a shared experience, enhancing positive emotions and long-term effectiveness.
Leverage Fluent Devices: Fluent Devices (repetitive characters and scenarios) are another useful feature of the right brain. They support quick brand recognition, which is particularly important for lower-attention channels. Additionally, Fluent Devices also enhance memory structures, supporting long-term effectiveness.
Continue the Story: The best Pins are visually captivating, tell a good story, and make people want to learn more. Regardless of the Pin format, whether static image or video, incorporate consistent lighting, excellent framing, high-resolution elements, or stylized effects and/or text to engage your audience.
Orlando Wood, Chief Innovation Officer at System1, stated: “Pinterest is unique because users have specific needs and products in mind while also seeking new ideas. This research helps brands understand how to activate consumers in a world of limited attention.”
Antoine Le Notre, Head of Measurement EMEA at Pinterest, added: “The research shows that Pinterest users are focused and seeking inspiration for practical ideas. Brands can engage constructively in this environment by offering not just products but also their emotional benefits. Emotions prove crucial for memorable advertising and increasing action intent.”
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