Indians twice as likely to buy after watching ads: Unruly Pulse report

Indian consumers are the most likely to purchase a product after watching a video ad. That’s according to data from Unruly Pulse, a new analytics engine launched in India today by video ad tech company Unruly, which provides unique insight into the emotional trends of video advertising. The data shows that after watching video ads, purchase intent among Indian audiences is the highest in the world at 69 per cent – more than double the UK rate of 30 per cent. 

Unruly Pulse also reveals that Indian viewers are more than twice (154 per cent) as likely to feel happy when watching an ad than the rest of the world. 

Unruly Pulse data is derived from 1 million consumer responses, showing marketers which emotions drive consumer engagement with ads across different demographic segments, cultural events, times of the year and industry sectors. Advertisers can also access the emotional footprints and brand analysis for individual ads and compare performance against benchmarks in their sector and market. 

Vijay Kunduri, Unruly’s Commercial Director for ASEAN and India, remarked, “Unruly is committed to bringing emotional intelligence to digital advertising because emotional advertising delivers better campaign metrics, better brand performance and ultimately better business results. Unruly Pulse helps advertisers to power up their video strategy at the outset. By being able to identify and quantify the key drivers of consumer engagement, marketers will have a better understanding of what works for their audience and why.” 

Academic and industry studies over the last decade have repeatedly demonstrated the powerful effects of emotional advertising on a variety of brand and business metrics, including increased brand favourability, purchase intent and earned media. 

Insights compiled using Unruly Pulse include: 

- Indian audiences are 82 per cent more likely to have an intense emotional reaction to an ad than the rest of the world; 

- Indian audiences are twice as likely (103 per cent) to talk about ads after watching them than the global average; 

- Indian audiences have similar emotional footprints to audiences in the US and South-East Asia when it comes to watching ads - happiness, inspiration and amazement being the top three responses. The prevalence of all three emotions is far higher in India, with 28 per cent of Indian consumers feeling happiness, versus 17 per cent of South-East Asian consumers and 15 per cent of US consumers; 

- The most shared APAC ad of 2016 – Ariel’s ‘Share The Load’ – was the ad which attracted the most intense emotional reactions from Indian women. For men in India, it was Google’s ‘#PledgeToVote with Mr Shyam Negi’; 

- Indian advertisers are failing to make people laugh, with hilarity being one of the least common emotions worldwide, felt by 4 per cent of respondents, and only 2 per cent of Indian consumers. 

Methodology 

Unruly Pulse is powered by Unruly’s unique, first-party data on emotional advertising. It visualises data from a million consumer responses across thousands of videos. 

Unruly Pulse will help advertisers make data-driven decisions to drive purchase intent and brand metrics. The tool tracks how emotions seasonally ebb and flow over time, finds out what motivates viewers to share a piece of content, identifies the emotional profiles of best-in-class content and dissects trends by sector, geography and demographics. 

The dashboard is currently available across the UK, the US, France, Germany, Nordics, Australia, South-East Asia and India.