Abstract:

How do consumers interact with different forms of news content online? How engaged are users to various forms of Native content, which is now an $8 billion industry? Does the same piece of content incite different reactions from readers in Singapore vs. Australia? BBC's Science of Engagement research aims to answer these burning questions for marketers. Combining traditional methods with neuro-science techniques, the research evaluates the effectiveness of user engagement implicitly and explicitly with various forms of content-led (Native) marketing campaigns. We'll share best practices to demonstrate that. When designed/executed correctly, content-led solutions deliver positive emotional engagement and dramatic impact on advertised brands - something Click-Through Rates just can't measure!