BBC Advertising’s global content marketing arm, BBC StoryWorks, has unveiled a new initiative which allows clients to measure the impact of their branded content and sponsored editorial to understand the emotional engagement and subconscious association shift it elicits in consumers.
Based on its series of Science of Engagement research studies, which highlighted the impact of emotional engagement on brand perception, the process combines biometric and psychological techniques to examine how a brand’s creative alters subconscious attitudes around their key metrics.
Qualitative tests benchmark consumers’ subconscious association between the brand and desired attributes prior to seeing the content.
Bespoke facial coding technology from CrowdEmotion then takes second-by-second measurements of six key emotional states, while eye-tracking identifies the relationship between what is being viewed and the emotions experienced at that time.
A post-exposure survey measures traditional brand metrics such as brand awareness, message association, brand favourability and purchase intent compared to a control sample to evaluate the true impact of the campaign.
The tool has also been configured to allow fast turnaround insight during the campaign period, enabling the BBC to optimise the client’s campaign strategy. It can be applied to any content where the BBC has a commercial partner – sponsored editorial or branded content.
Also revealed is which part of the consumer decision funnel the content most contributes to in order to determine what role each creative plays within the overall campaign strategy.
Richard Pattinson (pictured above), senior vice president at BBC StoryWorks, said: “Proving the effectiveness of content for brands is a challenge across the industry, and we’re incredibly proud to have harnessed the expertise built up through years of in-depth research to offer clients a way of truly understanding the impact of their campaigns, using this unique combination of scientific tools.
“As we continue to roll out this system, we will build on the insights to further reveal how our storytelling can create the right emotional engagement to enable our clients to maximise the impact of the campaigns we deliver with them.”