When a product is marketed, humor is often used as a way to attract viewers. Unfortunately, if the humor misses the mark, consumers are not inclined to take notice of the product. The reality – humor may attract the viewer, but not the sale. “Marketers think humor creates a favorable association with their products, but few succeed in it,” Unruly Media Vice President of Marketing and Insight Devra Prywes told DMNews.
Super Bowl advertisements often have the same effect on consumers as Direct Marketing campaigns. Commercials that go for the “shock factor” often fail – a notion that was exemplified during Super Bowl 47 this past February. According to USAToday’s AdMeter, two of the top three ads took an emotional approach, with Budweiser’s Clydesdale being reunited with its owner taking the top spot, receiving a 7.74 out of a possible 10 on their rankings scale, and RAM’s Farmers spot bringing in a score of 7.43. On the reverse side, the ads that received the lowest scores attempted humor, including GoDaddy’s ad, known for their risqué Super Bowl commercial appearances, placing last with a score of 3.30 with their awkward kiss spot. “If it wasn’t a Super Bowl commercial, I would have turned the channel.” says USA Today panel member Jamie Thomassen , a public relations executive referring to the GoDaddy ad.
People are more willing to share a heart-warming ad that they can relate to rather than an ad that attempts to stun the audience. The more shares an ad receives, the more hearts it will hit, increasing the success of the advertisement. “Shares are our currency,” Prywes says, referring to Direct Response. The more an advertisement is shared – for positive reasons – the more revenue it will generate. Prywes believes successfully marketing your product hinges on that concept “Once you’ve made the audience feel passionately about something, you can guide them to complete an action. See what viewers do after a spot. Follow that trail.”