Study: How To Ensure Branded Content Doesn’t Harm Your Brand

Study: How To Ensure Branded Content Doesn’t Harm Your Brand
SHARE
THIS



New research commissioned by BBC StoryWorks, reveals 40 per cent of Australians believe a brand is positively or negatively affected by the platform on which it appears.

BBC StoryWorks, the branded content production arm for BBC Global News today released the findings of a study that highlights the importance for marketers across Australia of ensuring their brand and branded content appear on the platforms that will support campaign objectives.

When done correctly, the potential positive effects of brand association & engagement are undeniable, with 45 per cent of Australians believing that if they see a brand on a trusted platform then they will also trust the brand while 35 per cent believe that if it appears on a media brand they like then they will automatically feel the brand would be a good fit for them.

The research clearly demonstrates that brands must place as much emphasis on where content appears and how it’s distributed, as they do on the quality of the content.

BBC StoryWorks head, APAC, Jelena Li (featured image) said: “It’s such an interesting time of flux for the advertising industry in Australia.

“We can see from recent events that consumers are becoming more and more aware and distrustful of agenda-driven news organisations and on top of this, the social media advertising space is becoming increasingly fraught with challenges & scandal.”

Li added: “It’s time for marketers to really think about how those environments impact their brand – beyond reach and engagement.

“What are the implicit associations and emotions audiences are walking away with, that may affect brand perception and campaign effectiveness?

“It’s imperative to work with expert publishers who can break down your target audience and understand what audiences want and how to reach them.

“In selecting a media partner that your target audience truly trusts, your brand is protected and in safe hands, and campaign effectiveness is maximized.”

Branded content has proven its effectiveness and is continuing to mature as a tool for shifting brand perception, consideration & recommendation, and this research highlights the importance for marketers to now acknowledge the challenges in producing and distributing content in an ever evolving and fragile media landscape.

Expectations from the consumer have changed – and with that comes an added responsibility to make sure you are serving content that is personally relevant to your target audience, and not just about your brand or brand story.

In fact 33 per cent of consumers believe that the most important aspect of branded content is a connection to their personal wants and needs and 47 per cent feel negatively towards a brand if it’s irrelevant.

BBC Global News AUNZ regional director, Jamie Chambers said: “At its simplest, if you produce personally relevant branded content for your target audience, select a media partner and distribution channel that your target audience trusts, you will see stronger engagement and in turn, a more effective campaign.

“The days of just focusing on reach or effective cost per view for campaigns no longer reflect the consumer reality.”

Please login with linkedin to comment

BBC Jelena Li StoryWorks

Latest News

background, no people
  • Advertising
  • Technology

1,600+ Brands Ran Ads Alongside US Election Misinformation

Nearly every major brand in the US inadvertently ran automated advertisements on websites that pushed election conspiracies and misinformation, a special report from NewsGuard, a US-based service that uses trained journalists to rate news and information sites, has revealed. From 1 October 2019 to 12 January 2020, 1,668 brands ran 8,776 unique ads on the […]

by B&T Magazine

B&T Magazine
Reports: Is Private Equity Eyeing Publicis Groupe?
  • Advertising
  • Media

Reports: Is Private Equity Eyeing Publicis Groupe?

Over recent days reports in the UK have suggested that bosses of the Paris-headquartered Publicis Groupe have sounded out a private equity firm for a possible part or full sale. The rumours were first reported on UK media site Campaign last week and have since been embellished further in the media in previous days. The […]

by B&T Magazine

B&T Magazine
Nominees Announced For The Sailor Jerry Rolling Stone Australia Awards
  • Uncategorised

Nominees Announced For The Sailor Jerry Rolling Stone Australia Awards

On 31 March, the Sailor Jerry Rolling Stone Australia Awards will be celebrating the achievements of the breadth of Australian musicians from what has been a trying and unpredictable 2020. Today, Rolling Stone Australia has revealed the nominees for the event, paying homage to the year that was in music. The Brag Media, Australia’s number […]

Taboola Launches Beta For Short Form Video Offering, Taboola Stories
  • Technology

Taboola Launches Beta For Short Form Video Offering, Taboola Stories

Content discovery and native advertising platform Taboola has announced the beta of ‘Taboola Stories’, a new way for publishers to engage readers through short-form video. Publishers will be able to embed Taboola Stories within their homepages and articles in mobile environments, presenting readers with constantly updated recommendations that, once selected, launch vertical, mobile-friendly stories that […]

Study: Aussie Metro Radio Numbers Up 2% To 11.1 Million In 2020
  • Media

Study: Aussie Metro Radio Numbers Up 2% To 11.1 Million In 2020

The Australian metropolitan commercial radio audience grew by two per cent to nearly 11.1 million listeners in 2020, in a year dominated by COVID-19 which saw the number of people listening at home jump by eight per cent to 6.4 million. Commercial Radio Australia’s annual listening summary, based on an average of the five official […]

Aussie Indie Agencies Forecast Staff & Revenue Boost for 2021
  • Advertising
  • Media

Aussie Indie Agencies Forecast Staff & Revenue Boost for 2021

Independent media agencies are predicting a strong recovery from the effects of COVID-19, forecasting an increase in staff and revenue in 2021, according to data from the Independent Media Agencies of Australia’s (IMAA) second Pulse Survey of its members.

HeartKids Unveils New Identity, Via Brand And Design Agency Hulsbosch
  • Marketing

HeartKids Unveils New Identity, Via Brand And Design Agency Hulsbosch

Australian congenital heart disease profit-for-purpose charity HeartKids has launched a new brand strategy, identity and logo created by independent brand and design agency Hulsbosch. Leaders in the fight to conquer congenital heart disease, HeartKids aims is to raise awareness of the disease, as well as enhance the conditions’ profile as a health priority to a […]

Kid’s Site Launches New Service To Better Connect Brands With Kids
  • Marketing

Kid’s Site Launches New Service To Better Connect Brands With Kids

TotallyAwesome, the Asia Pacific’s most advanced forum for kids and brands to safely interact via the internet, is launching a new service for brands to connect with young audiences. The business has also engaged an eminent Melbourne-based paediatric psychologist to assist with appropriate brand and audience connectivity. The new service, called AwesomeLTV, is an acceleration of TotallyAwesome’s abilities to […]

Stan Original Series ‘Rupaul’s Drag Race Down Under’ In Production
  • Media

Stan Original Series ‘Rupaul’s Drag Race Down Under’ In Production

Nine Entertainment SVOD service Stan has revealed its original series, RuPaul’s Drag Race Down Under, will be arriving to the platform in 2021. The eight-part, first-ever local adaption of the global hit series will see “the most fabulous” and “fierce” local drag queens compete to be the first ever Down Under Drag Race Superstar, Stan […]

Berlin, Germany - 05 28 2016:  Apple iPhone 6s screen with social media applications Facebook, Instagram, Twitter, Google, Youtube, Snapchat, Vimeo, LinkedIn, Pinterest, WhatsApp etc.
  • Opinion

Social Media: Does Its Value Equal The Hype?

In his first post for 2021, B&T regular Robert Strohfeldt points his magnifying glass at digital media’s hype and argues it’s possibly not cracked up to all it purports to be… In the past few months, I have seen many CVs of young graduates seeking a career in marketing and/or advertising.  I could fool myself […]

Opinion

by B&T Magazine

B&T Magazine
Integrated Marketing Agency, McCorkell, Wins Spot In Global Rainfocus Partner Program
  • Marketing
  • Technology

Integrated Marketing Agency, McCorkell, Wins Spot In Global Rainfocus Partner Program

B2B marketing agency McCorkell has announced that it has been appointed an official Asia-Pacific partner of RainFocus, the next-generation event marketing and management platform. The collaboration will see both companies come together to shake up the end-to-end event service model across APJ. “As the only true integrated event marketing and management platform servicing everything from […]