Study proves: Positive advertising environments enhance ad impact
Verena Gründel, host of DMEXCO, discusses a recent study on the impact of positive advertising environments.
Positive advertising environments enhance ad effectiveness.
A recent study by Pinterest and Magna shows that positive advertising environments significantly boost ad performance.
What do the results actually look like?
✅ +35% higher purchase intent on positive platforms
✅ +49% improved brand sentiment on positive platforms
✅ +44% increase in brand preference on positive platforms
✅ Up to 94% higher purchase intent compared to non-positive platforms
✅ +20% higher emotional engagement with content on positive platforms
✅ +15% longer ad viewing time on positive platforms
What exactly is a positive platform?
In this study, participants defined “positive” individually, so the study itself doesn’t specify a concrete definition.
Pinterest, however, has been positioning itself as a positive platform for several years. According to the company, its algorithm is designed to optimize for a positive experience, not just engagement. Unlike algorithms that amplify strong emotions like anger, outrage, or fear, Pinterest prioritizes content that fosters positivity.
My personal take on these study results
To me, these study results are good news. They demonstrate that it’s not just provocative content that grabs people’s attention. Even when the world seems to be spinning out of control, positive content resonates!
Brand building based on positivity is crucial, especially in uncertain and heated times on social platforms. It could even be a unique opportunity for differentiation.
Advertising environments: What still needs to be done
There’s another important insight here: So far, the sentiment or mood of advertising environments has not been measurable, and therefore cannot be automatically incorporated into campaign planning. It’s mostly based on marketers’ instincts.
This needs to change. Advertisers must be able to identify the sentiment of users on each platform. Perhaps we need a new advertising metric for this. Only then can advertisers recognize and leverage positive (or otherwise framed) environments.
Next, it’s up to advertisers to create campaigns that reflect the platform’s positive energy, present themselves authentically, engage in conversations, and highlight the brand’s social impact.
Pinterest has been quite successful with its positivity approach so far. The platform’s positioning is both unique in the industry:
- Pinterest’s global ad revenues grew by 19% in 2024.
- Pinterest is benefiting from the uncertainty around a potential TikTok ban in the US. While TikTok’s CPMs have dropped by 80% year-over-year, Pinterest’s have risen by 120%, sais Adroll.
By embracing positivity, Pinterest has proved that being a positive space is not just good for users, but also for business.
Happy weekend
