Yahoo!: Subconscious storytelling - ‘Unlocking the value of branded content and sponsorship’

This article explains how Yahoo!, the internet company, used implicit response testing alongside surveys and focus groups to assess the impact of online sponsorship on an emotional level.

Yahoo!: Subconscious storytelling – 'Unlocking the value of branded content and sponsorship'

MTM London and Yahoo!

Summary

The biggest challenge in online marketing, with all its data and measurability, has been proving brand marketing online is 1) effective and 2) measurable.

'Subconscious storytelling' is an innovative industry study which;

  • Achieved the first measurement for subconscious impact of branding and sponsorship online, alongside TV, print, and events
  • Provided online marketers with guidance on how to build deep connections with consumers online and tell sophisticated stories building brand equity
  • Demonstrated online marketing can be effective alone or alongside other media
  • Clarified the...

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