News DNA Study: The Emotional Impact Of Branded Content

News DNA Study: The Emotional Impact Of Branded Content
SHARE
THIS



News Digital Networks Australia (News DNA) today released findings from The Emotional Impact of Branded Content, a study exploring the influence of native content.

Commissioned by News DNA and conducted by independent research agency Kantar using Kantar’s Global creative development Link framework, their proprietary brand lift model and a validated neuroscience technique, the study examines the emotional impact of branded content experiences.

Fusing traditional research methods with the latest technologies available to measure emotional engagement, the study incorporated facial coding, eye tracking, intuitive association and an assessment of brand lift impact. 

News DNA’s general manager of commercial integration, Ainslee O’Brien said: “Native advertising is reaching maturity and adoption rates have never been higher.

“While many marketers recognise the benefits of native, they have had inherent questions around the value of their content marketing efforts beyond the page or video views.

“Through our full-service premium native marketplace News Native Network we have been asked this question many times, in fact, it’s a category wide challenge.

“How do we as publishers prove the value of what native content can deliver, and can native shift the dial on marketing outcomes?”

O’Brien added: “We partnered with Kantar and turned to neuroscience to better understand the emotional impact that content experiences deliver.

“Through this study, we identified that the true value of native content is in the intangible brand benefits it delivers to advertisers.

“The power of native lies in its ability to emotionally persuade.” 

The Emotional Impact of Branded Content Study examined both articles and video content experiences as part of a 7-Eleven and Simply Cups campaign authored by news.com.au, a campaign that recently collected an award at the 2019 INMA Global Media Awards for Best Execution of Native Advertising.

The purpose of the campaign created by News Native Network was to champion and raise national awareness of 7-Eleven’s commitment to preventing landfill in their partnership with Simply Cups.

By taking cup sustainability impact seriously 7-Eleven also hoped to increase brand love and trust.

The results of the study identified that the native content fundamentally changed how consumers not only thought, but also felt towards the brand by tapping into their emotions and making the messages personally relevant.

This campaign demonstrated News Native Network’s ability to change brand perceptions, build preference and push consumers through the marketing funnel towards intent.

Campaign performance was assessed by comparing respondents who were exposed to the campaign against a matched group of respondents who had not seen the campaign.

The study showed the following results:

  • Against the key marketing message of 7-Eleven being a ‘pioneer in coffee cup recycling’, it saw an uplift of 24 percentage points to 57 per cent versus 33 per cent who had not seen the campaign
  • Brand favourability increased 14 points to 59 per cent for respondents who were exposed to the campaign, and purchase intent increased by 12 points to 57 per cent.

The benefits from association with the host publisher, news.com.au, were also demonstrated in this study with 7-Eleven being seen as ‘relevant’ and ‘trustworthy’ score 33 per cent and 32 per cent respectively higher for respondents who were exposed to the campaign in the intuitive association task.

Kantar executive director media & digital, Mark Henning said: “The 7-Eleven Simply Cups campaign run on News Native Network clearly showed there is a strong opportunity for brands within relevant content.

“The key to success for 7-Eleven was to have a clear role for the brand that was integral to the story conveyed across the articles.

“The campaigns emotional objective and messaging required a unique measurement approach that captured the longer term attitudinal impact of the campaign for 7-Eleven.”

News DNA is presenting The Emotional Impact of Branded Content Study to market from June.

Please login with linkedin to comment

7-Eleven kantar news dna

Latest News

The Misfits Partners With Business Leadership & Culture Experts To Expand Agency Offering
  • Advertising
  • Marketing
  • Media

The Misfits Partners With Business Leadership & Culture Experts To Expand Agency Offering

Independent experience agency The Misfits has recently announced a strategic partnership with cultural change and leadership experts Nancy Hromin and Kate Chaffer. While the company has for a long time operated in the space of creative services, digital and content marketing, film production and events, The Misfits is now broadening this offering to include business […]

by B&T Magazine

B&T Magazine
TripleLift Expands Into APAC, Naming The Trade Desk’s Henry Shelley As Managing Director
  • Technology

TripleLift Expands Into APAC, Naming The Trade Desk’s Henry Shelley As Managing Director

TripleLift has today announced an expansion in their Asia Pacific (APAC) operations, with Henry Shelley [featured image] appointed as Managing Director, based in Singapore. Fueling TripleLift‘s expansion in APAC is its success in Australia, where the company works with 70 per cent of the top 50 comScore publishers. “As the home to several of the worlds’ […]

Rob Highett-Smith Joins Fiftyfive5 In Newly Created Role
  • Media

Rob Highett-Smith Joins Fiftyfive5 In Newly Created Role

Rob Highett-Smith joins Fiftyfive5 in the newly created role of head of performance measurement. Performance measurement represents one of the three core offer areas at Fiftyfive5 with tracking programs running across 40 countries; representing our fastest growing capability pillar.  Rob joins to lead this capability, which encompasses brand and comms tracking, multi market monitoring, CX and customer satisfaction, as well as other longitudinal programmatic work.   

Customer Messaging Platform Podium Launches In Australia
  • Technology

Customer Messaging Platform Podium Launches In Australia

Podium has continued its international expansion today announcing its launch in Australia. Podium serves more than 90,000 local businesses in the United States, Canada and Australia, and has seen its customer base in Australia almost quadruple to over 3,000 local businesses since the start of the pandemic. Through its SMS-based platform, Podium helps local businesses receive […]

THE EDGE Welcomes New General Manager Emily Copeland
  • Media

THE EDGE Welcomes New General Manager Emily Copeland

Commercial DAB+ hip hop and RnB station, THE EDGE has appointed Emily Copeland, to the newly created role of General Manager. Copeland brings an awesome mix of skills and experience to THE EDGE, including cross-platform media content experience, partnerships and events (including music festivals – remember those?). Copeland also has a stack of achievements to […]

Sustainability 101 With Brianne West, CEO Of Plastic-Free, Eco-Focused Beauty Brand Ethique
  • Marketing

Sustainability 101 With Brianne West, CEO Of Plastic-Free, Eco-Focused Beauty Brand Ethique

Brianne West is the founder and CEO of Ethique, a New Zealand-based sustainable, plastic free and cruelty free skin and hair care range. West sat down with B&T to explore what genuine environmental sustainability looks like, and how brands can better respond to eco-conscious consumers. B&T: Why are we seeing a rise in eco-conscious consumption?    BW: […]

by B&T Magazine

B&T Magazine
Cities connected with lines on a blue globe.
  • Technology

Blis Unveils New Interactive Dashboard That Tracks Consumer Movement In Australia

Blis has today revealed its new Consumer Confidence Pulse — the most comprehensive tracker of its kind — this interactive dashboard builds on its existing trend data around consumer mood to analyse behaviour during the COVID pandemic. The dashboard also now tracks consumer movement over a rolling 13-month period, across 18 retail and lifestyle sectors […]

Australian Seniors Releases ‘Dare To Date’, Second Series Of ‘Life’s Booming’ Podcast
  • Media

Australian Seniors Releases ‘Dare To Date’, Second Series Of ‘Life’s Booming’ Podcast

Following the success of Series One: Grey Nomads, Australian Seniors has launched the second series of the Life’s Booming podcast – Dare to Date.  Hosted by James Valentine (pictured with guests Liz and Barry), Life’s Booming explores the incredible stories and addresses topics important to Australians over 50. Series two titled Dare to Date is a six-part series that covers real-life love, […]

VERSA Announces Two Senior Appointments As Demand For Conversational AI Gains Further Traction
  • Marketing

VERSA Announces Two Senior Appointments As Demand For Conversational AI Gains Further Traction

World-leading conversational agency VERSA has bolstered its team with two senior appointments in response to growing uptake in conversational AI technology across various sectors. Vanessa Tout has been appointed global head of client partnerships and growth, while Michael Oso-Hughes comes on board as design director. Tout joins VERSA CEO Kath Blackham and managing director Michael […]

Patrick Rutkowski Joins Banter
  • Marketing

Patrick Rutkowski Joins Banter

Engagement marketing agency, Banter, has hired Patrick Rutkowski as Creative Technologist, to further bolster the digital and innovation side of the business. Rutkowski joins Banter after having spent the last five and a half years at independent creative agency, The Hallway where he was most recently creative technologist working with the likes of Rheem, Tourism […]

person using mobile application on smartphone, abstract close up of hands
  • Technology

Mobile Advertising Company Kargo Announces New Hires Following H1 Growth In APAC

Kargo has today announced several major growth milestones across the APAC region for the first half of 2021, more than doubling H1 revenue year-over-year with 115 per cent growth. Kargo also ran 41 per cent more campaigns in the region than in H1 2020 and the average campaign size increased by 32 per cent over […]