Injecting Emotion into Campaign Effectiveness: How the BBC found a way to turn the emotional impact of branded content into a campaign metric

The British Broadcasting Corporation (BBC) researched the emotional impact of content marketing and how that can be used as a campaign metric.

The content marketing dilemma

Campaign Effectiveness testing in advertising is a staple research offering for many media platforms. Whilst the rise of digital advertising has produced an array of new metrics by which to judge success impressions, click throughs, dwell times, and completion rates, among others - there remains a need to understand the impact of an advertising campaign beyond its mere reach. What occurred in the mind of the consumer?

Advertisers often expect the media platform to answer this question, and so campaign effectiveness research attempts to service this need using a variety of research...

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