Facial-tracking study reveals key to successful luxury advertising

A study conducted by The Luxury Institute and emotion measurement firm Realeyes has revealed the key ingredients to successful advertising for luxury brands.

Using facial-tracking technology, the research shows that luxury brands are shifting away from what might be considered a more aloof and elitist past, and are instead trying harder to connect emotionally with viewers.

In order to conduct the study, the firms analysed how video ads from 24 brands were perceived by 1,200 people from $100,000+ income households – the findings are applicable to the UK.

The research suggests that to increase ad engagement, brands should avoid the ‘look-book’: moving images don’t create an emotional connection with the viewer, while films with dialogue outperform monologues or no speaking at all.

Meanwhile, luxury brands should question celebrities’ involvement. Their appearance doesn’t ensure engagement unless they’re seen interacting in a story that viewers can understand, follow and relate to.

The study also highlights the importance of accurate targeting as viewers with the highest income bracket are generally far more emotionally engaged with ads.

“The luxury industry has a very strong tradition of creating a mysterious and distant dream in its advertising but as consumers change, it’s responding by making clever use relatable truths and humour, casting celebrities in a more approachable light, and representing a broader spectrum of the human experience,” said Milton Pedraza, The Luxury Institute’s CEO.

Mihkel Jäätma, Realeyes’ CEO added: “The key to success in luxury advertising today is in mastering the perfect balance between building the desire of the exclusive, whilst making it tangible enough to buy.”

The findings also reveal that Mercedes’ “Easy Driver” campaign, Dolce & Gabbana’s Eau Intense and Kate Spade’s story featuring Miss Piggy are the three highest scoring ads in terms of emotional engagement.

Compared with other ads in Realeyes’ database, the Mercedes and D&G ads scored better than 87% of them, while Kate Spade scored better than 83%.