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

Hamish McPharlin

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...

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