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? 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.