This original research focused on content marketing was presented by BBC Global News at the Audience Measurement (AM) conference held in June.
The approach: digital consumers of English language international news age 16+; six markets (Australia, Hong Kong, Singapore, US, Canada and Germany); quantitative survey + facial coding + implicit response testing.
Among the key takeaways:
- There is heightened engagement where brand involvement is fully transparent
- Properly executed, content marketing is trusted and persuasive
- It can have a powerful emotional impact on brands
- Referencing the brand within the narrative works harder for the advertiser