Mobile advertising is more impactful if it reaches consumers during the right mood

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The impact of digital advertising can be boosted by 40% if advertisers are reaching consumers during the right mood.

That’s according to the new Yahoo! Receptivity of Emotions study which takes a closer look at just how receptive consumers are to ads in the UK and US. ‘Upbeat’ seems to be the most common mood across the two countries.

Interestingly, being in a positive mood also means that customers are 24% more open to view content and 40% more receptive toward digital ads.

Based on 18,000 data points from 600 people between the ages of 16 and 54 in the US and UK and the respondents responses to a week-long custom smartphone app, the research is one of the more comprehensive studies conducted into consumer emotion and ad receptivity.

In addition, the study found that upbeat consumers are also 30% more likely to engage with native video content compared to other emotional states. Engagement with content marketing was up 28% and direct marketing 21%.

However, emotional context is just as important as emotionally timed reach of ads. 71% of consumers said they were more likely to click on ads that reflected what they were doing at the time. Two-thirds or 67% would also engage more if ads reflected how they felt.

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Nigel Clarkson, Managing Director, Yahoo UK, says:

“Digital marketers all appreciate the importance of reaching the right person, on the right device, at the right time. But the ‘right time’ should be about more than the webpage they’re viewing at that moment. We should be striving to take a consumer’s emotions into account as well. The idea of aiming to engage with consumers when they are feeling upbeat may seem obvious at first, but never before have we been able to appreciate the extent of the impact it can have on a campaign’s success. Nor have we had concrete insight into when during the day this emotional state is most likely, and what types of marketing will benefit most. These new insights reinforce the importance of context in marketing, and take it to a whole new level.”

The study also highlighted that the best time of day to reach consumers is between 11am and 2pm. These are the same hours when consumers are found to be managing their lives and finding answers or looking for inspiration.

Happier UK and US smartphone users were also 15% more likely to check digital ads on their smartphones and 25% more likely to say that smartphone ads provided them with inspiring prompts.