Pinning down emotion's effect on ad performance

There’s good news for marketers: campaign effectiveness rose in 2023 for the first time in three years.

But it isn’t all a bed of roses. The DMA’s latest report in collaboration with Pinterest, ‘Creativity that sparks response: pinning down emotion’s effect on ad performance’, shows that while brand and business effects improved on the back of some truly creative work, performance advertising effectiveness hasn’t seen the same level of success, dipping again for the fourth year in a row.

What is it that’s putting performance advertising under pressure? Metrics from the DMA Effectiveness Databank show one logical answer — a lack of creativity.

The DMA has teamed up with Pinterest to discover how combining creativity with emotion can transform the effectiveness of ads. Pinterest stands at the crossroads of searching, shopping, and social interaction, making it an ideal place to start. Its dedication to fostering a positive and optimistic environment allows companies to try out content that strikes an emotional chord with audiences.

Every year, Pinterest's "Pinterest Predicts" report showcases the platform's ability to use extensive data to identify upcoming trends in culture and consumer behaviour. This ability to anticipate trends, combined with Pinterest's comprehensive advertising tools, enables brands to create more relevant, captivating, and ultimately more successful ad campaigns. Whether it's shopping ads that offer up-to-date product information or collection ads that mix images and videos, Pinterest's advertising features are designed to spark creativity and improve ad results.

Ready to learn more?

Download your copy of the report now