Brands aren't making people laugh, says Unruly

Brands are failing to make people laugh, according to Unruly, which has launched a tool that shows viewers' emotional responses.

Unruly Pulse was released in beta today and uses more that 550,000 responses to show advertisers how consumers react to their spots.

The company, which was bought by News Corporation last year, said advertisers are failing to make people laugh, with "hilarity" one of the least common emotions worldwide displayed by people watching ads.

Brands can use the Unruly Pulse dashboard to analyse individual ads and look at their performance in a particular sector.

Unruly found that Android’s "friends furever" 2015 ad, which is the most shared ad of all time, made people feel four times as happy as the average ad.

The research from Unruly added: "Happiness is the most common emotion people felt while watching video content during the same period.

"It’s also the emotion most likely to ricochet around the world, making it perfect for sporting events like the Olympics and European Championships."

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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).