BBC Measures Content Marketing Engagement With Facial Recognition Study

BBC Measures Content Marketing Engagement With Facial Recognition Study
SHARE
THIS



In this opinion piece, Felix Krueger, the director of Krueger Media Consulting and a former content marketing specialist with Fairfax Media looks at the latest developments in content marketing and why native is the next evolution in advertising partnerships…

As display advertising engagement weakens and content marketing growth expands, brands and publishers are using increasingly sophisticated tools to build consumer engagement.

bbc-facial-image

While the neuroscience approach has been frowned upon due to a lack of scale and scientific accuracy, the analysis of facial emotional response seems to offer a new data source.

It’s an approach that has recently been embraced by BBC Worldwide in its latest native advertising research piece, “The Science of Engagement”.

Among the key findings from the BBC StoryWorks study have shown five general principles when it comes to content marketing:

  • Be transparent and educate your users;
  • Match the editorial quality;
  • Be clear what your content is trying to achieve and how emotional engagement can support that;
  • Integrating the brand within the narrative will work harder for the brand;
  • Placing in a premium environment will give your content credibility and allow it to flourish.

The research piece was conducted across six global markets and the emotional responses of over 5,000 participants were measured with webcam based facial recognition technology.

Key emotions captured include happiness, surprise, puzzlement, fear, sadness, and rejection.

The BBC research shows that content quality and transparency around brand funding are the key factors for a positive emotional response towards native advertising.

This might not come as a surprise to marketers experienced in the native advertising space, but it is the first time that a large scale research piece has confirmed what used to be an assumption.

The biggest surprise was that, contrary to popular belief, the brand integration within the content narrative heightens the emotional engagement and enhances the brand image. Consumers don’t just accept native advertising as a format, they embrace those brands who create a premium content experience for them and who aren’t shy about mentioning their own name along the way.

Ultimately, this research piece add weight to the argument that native advertising is the next step in the evolution of advertising partnerships between brands and publishers in a post-display advertising world.

Since the birth of the first banner ad, it has taken the digital ad industry 20 years to start a productive discussion around ad viewability and whether or not advertising dollars are wasted.

Questions around viewability, engagement, and emotional impact have been answered by native advertising within less than 5 years.

Native advertising is no longer the shiny new toy but the new customer engagement reality we live in.

Please login with linkedin to comment

Latest News

AI – To Join It Or To Beat It
  • Media
  • Opinion

AI – To Join It Or To Beat It

I'm afraid we can't let you read this piece Dave! That's a joke about A Space Odyssey 2001, young B&T readers.

Opinion

by B&T Magazine

B&T Magazine
AnalogFolk Opens In Shanghai
  • Advertising

AnalogFolk Opens In Shanghai

AnalogFolk has opened in Shanghai and, as B&T's trusty Funk & Wagnalls atlas tell us, is somewhere near Wollongong.

Social TV – Will You Be At The Party?
  • Advertising
  • Marketing
  • Media
  • Opinion

Social TV – Will You Be At The Party?

Can't keep-up with the goings-on in the Aussie TV industry? Well, hit the couch, pull on the trakkie daks & peruse this.

Opinion

by Rochelle Burbury

Rochelle Burbury
JWT Melbourne Hooks John West’s Creative
  • Advertising

JWT Melbourne Hooks John West’s Creative

You'd only need snog a B&T staffer to know of our affection for the John West oysters in aspic & smoked mackerel ranges.

by B&T Magazine

B&T Magazine
Sydney-Based Tech Marketing Firm, Law Of The Jungle, Scoops Top International Gong
  • Marketing

Sydney-Based Tech Marketing Firm, Law Of The Jungle, Scoops Top International Gong

Sydney-based online cloud solution for marketing compliance, Law of the Jungle, has beaten the world’s best firms to win a prestigious RegTech Markets 2017 Spotlight Award. RegTech Markets, a global community for regulatory technology, inaugurated these awards to “shine a light on the world’s best and brightest RegTech companies”.  A panel of 30 industry experts […]

Is This The Bleakest Christmas Ad Ever?
  • Campaigns

Is This The Bleakest Christmas Ad Ever?

Tired of pretty people pulling bon-bons in your Christmas campaigns? Well, here's one to slash the wrists to instead.

by B&T Magazine

B&T Magazine
The Truth About Native Advertising!
  • Opinion

The Truth About Native Advertising!

Do you stammer about the office, railing against native advertising's great untruths? Read this and stop scaring people.

Opinion

by B&T Magazine

B&T Magazine
Why Are We Only Just Starting To Use VR To Train Staff?
  • Opinion
  • Technology

Why Are We Only Just Starting To Use VR To Train Staff?

In this opinion piece, PHD’s news business and marketing manager, Chloe Hooper (pictured below), argues why all agencies should be embracing VR to change the way they operate internally. Virtual reality (VR) is something most of us have had exposure to, but how many of us are really exploiting its potential to grow our people […]

Opinion

by B&T Magazine

B&T Magazine
PRIA Announces Winners Of 41st National Golden Target Awards
  • Marketing

PRIA Announces Winners Of 41st National Golden Target Awards

The Public Relations Institute of Australia (PRIA) last night announced the winners of the 41st National Golden Target Awards at a glittering ceremony hosted by Aussie actor and TV host Shane Jacobson at the Sydney Opera House. A sold-out crowd of more than 160 PR and communication professionals from around the country came together to […]

Personalisation At Scale: Targeting Audiences With People-based Marketing
  • Marketing
  • Opinion

Personalisation At Scale: Targeting Audiences With People-based Marketing

In this opinion piece, Indy Khabra (pictured below), national managing director at Amnet ANZ, explains power of the the people-based marketing equation, and also reminds marketers that they cannot afford to take data for granted. We are all talking about it. We all want it. We are all trying to get it. It’s that one-to-one […]

Opinion

by B&T Magazine

B&T Magazine