As more advertising spend migrates online, theres a need to understand differences between online ads that drive short-term sales and those which drive long-term, profitable brand growth. This need is particularly acute as the industry faces pressure to prove ads are actually being seen, and from consumers increasingly blocking intrusive ads. Moving the profit needle digitally has never been so important, but it's never been so hard! The key factor we explored was the role of emotion in digital advertising. The role of emotion in making TV and online video advertising is well known. But emotion tends to be underplayed as profitability in digital advertising.