OF BRANDED CONTENT THE EMOTIONAL IMPACT · 2019-01-23 · DELIVED REAL MARKETING OUTCOMES Content...

THE EMOTIONAL IMPACT OF BRANDED CONTENTThe Engagement Network. Powered by News DNA

news.com.au x 7-Eleven Simply Cups

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Facial Coding

Eye-tracking

Intuitive Association

Brand Lift Impact

LINKING OF THOUGHT TO ACTION EMOTIONAL ENGAGEMENT

The Engagement Network

Working with Kantar Millward Brown we utilised leading neuroscience techniques to measure the level of emotional engagement of article and video content.

Neuroscience focuses on the brain and its impact on behavior and cognitive functions, basically how people think.

The study, an Australian Kantar first fused facial coding, eye tracking and intuitive association tasks with a brand impact study to ascertain the emotional impact of content.

NNN // NEUROSCIENCE METHODOLOGY #1

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UNCOVERING NON-CONSCIOUS EMOTIONS FACIAL CODING

○ Camera technology facial coding captures a reader’s instinctive facial expressions while consuming content.

○ It identifies expressions which denote enjoyment, concentration, surprise and dislike to determine engagement, net positivity and attention.

○ These facial expressions provide unrivalled access to instinctive non-conscious reactions that occur in milliseconds

○ The emotions and their intensity are assessed over a period of time

Surprise

Disgust

Smile

Brow Furrow

Sentimental

Sadness

Smirk



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ASCERTAINING THE QUALITY OF ATTENTION EYE TRACKING

Camera technology captures eye movements as content is being consumed.

Eye tracking measures the quality of attention and how content is consumed.

It captures multiple facets including average time taken to first view individual elements, average time on total page and number of elements seen.

It then aggregates results from the sample to ascertain gaze paths and heat map outputs.



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PINPOINTING INSTINCTIVE EMOTIONAL RESPONSES INTUITIVE ASSOCIATION

SYSTEM 2

SLOW THINKINGReflection

SYSTEM 1

FAST THINKINGIntuitionIntuitive association is a neuro technique applied to unlock the

subconscious thinking of respondents.

It measures intuitive brand connections established as a result of content exposure.

Participants are show a series of words and respond to it’s association. The quicker the association, the more embedded or intuitive the response.

Playing to system 1 thinking it draws on instinctive emotional and automatic responses along with the speed of responses.


NNN // QUANTITATIVE METHODOLOGY

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EVALUATION OF THE OVERALL CONNECTION

BRAND LIFT IMPACT

○ Captured brand funnel metrics for overall brand impact and at an element level

○ Used to determine resonance towards audience

○ Control/Forced exposure methodology○ Sample size: n=150 Control, n=451 Exposed○ Australians age 18-54, weighted by gender, age, geography


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NNN // FINDINGS

THAT IS NICE AND EVERYTHING HOWEVER WHAT DID WE

ACTUALLY UNCOVER?

NNN // THE FINDINGS

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NATIVE CONTENT DROVE BRAND IMPACT WITH MOST NOTABLE SHIFTS IN FAVOURABILITY & PURCHASE INTENT

*All significant increases, based on 95% CI for control vs. exposed uplift

+6 +14 +12


NNN // THE FINDINGS

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AND SHIFTED BRAND PERCEPTIONSWITH DOUBLE DIGIT LIFTS AGAINST KEY MARKETING MESSAGES

+28 +28 +24


A RECYCLING DESTINATION IS SOCIALLY RESPONSIBLE AN INDUSTRY LEADER


90%

80%

70%

60%

50%

40%

30%

20%

10%

0%0% 5% 10% 15% 20% 25% 30% 35% 40%

NNN // THE FINDINGS

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A PURE EMOTIONAL CONNECTION WAS ELICITED SHIFTING THE DIAL ON SCALE & RESPONSE FOR INTUITIVE BRAND PERCEPTIONS

Eco-Friendly33% uplift in Fast Yes

Motivating30% uplift in Fast Yes

Innovative22% uplift in Fast Yes

TOTAL YES

Results demonstrate the emotional impact of the narrative expressed in article content with the brand being

intuitively perceived as more eco-friendly, motivating and innovative.


NNN // THE FINDINGS

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THIS CONNECTION DROVE A SHIFT IN BRAND SENTIMENT AS BENEFITS FROM ASSOCIATION WITH ITS PUBLISHER WERE IMPRESSIONED ON THE BRAND

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%0% 5% 10% 15% 20% 25% 30% 35% 40%

Relevant33% increase in Fast Yes

Trusting 32% Increase in Fast Yes

TOTAL YES

The reaction time of responses demonstrated the impact of context,

with high uplifts in ‘Trust’ and ‘Relevance’ impressioned via

association with news.com.au.


NNN // THE FINDINGS

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NATIVE FORMATS PLAYED COMPLEMENTARY ROLES VIDEO MORE PROMINENTLY IN THE UPPER FUNNEL & ARTICLE IN THE LOWER

+12* +18*+9* +10* +5 +12* +12 +6 +20*+4


Video played a greater role in the delivery of upper funnel outcomes with

greater uplifts for Brand Awareness and Brand

Favourability.

Articles played a greater role in the delivery of lower

funnel outcomes with greater uplifts for Brand

Affinity and Purchase Intent.


NNN // THE FINDINGS

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BOTH FORMATS WORKED TO SHIFT BRAND PERCEPTION THROUGH STRONG THEMATIC ASSOCIATION & STRATEGICALLY PLACED BRAND MARKERS

+35* +13+14 +31* +11 +27* +10 +12* +22*+36*

*All significant increases, based on 95% CI for control vs. exposed upliftThe Engagement Network

NNN // THE FINDINGS

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WITH CREATIVE ENJOYED & REMEMBERED OUTPERFORMING NEWS CORP NORMS FOR THESE METRICS

*Significant increase based on 95% Confidence Level. Kantar Millward Brown Video Norm based on n=151

% AGREE “I DEFINITELY REMEMBER THE ARTICLE/VIDEO

WAS FOR 7-ELEVEN”

% AGREE LIKEABILITY (T2B)

80%* 80%

79%* 82%

ARTICLE EXPOSED

VIDEO EXPOSED

75% 79%NEWS CORP NORM


NNN // THE FINDINGS

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ARTICLE ATTENTION OUTPERFORMED CONTROL WITH LONGER DWELL TIMES ON COPY & IMAGES

Respondents exposed to native articles spent over 2.5x longer reading text

compared to the control.

Respondents exposed to native articles spent over

44% more time on images compared to the control.

This supports the products premium positioning with purpose built templates

geared for immersive brand storytelling.

Of total time on articles 15% of dwell time was on the

advertiser logo and 42% on interactive and motion

based elements.


NNN // THE FINDINGS

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THE QUALITY OF ARTICLE ATTENTION WAS GREATER WITH CLEAR & CONSISTEN GAZE PATHS MAINTAINING ATTENTION FROM START TO FINISH

The combination of motion-based visuals and

interactive elements helped capture attention

throughout.

The gaze path demonstrates a clear and consistent navigation with

good flow between text and visuals.


NNN // THE FINDINGS

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VIDEO CONTENT DELIVERED UNIVERSAL ATTENTIONWITH ENGAGEMENT SUSTAINED TO COMPLETION


Attention results ranked the video in the top 10% highest performing against Kantar Millward Brown’s video norm database.

NNN // THE FINDINGS

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CONTENT PEAKS IN VIDEO DELIVERED EMOTIONAL RESONANCE LINKING THE BRAND TO CONTENT THROUGH CONSIDERED PLACEMENT & MESSAGING


1. The Aha MomentA light bulb moment that

coffee cups can’t be recycled

2. The RationaleEducation and reasoning

as to why

2. The Brand SolutionIntroduction of advertiser kick-starting the recycling

revolution

NNN // KEY LEARNINGS

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LEARNING #1

NATIVE CONTENT ELICITS A PURE EMOTIONAL RESPONSE

ONE THAT TACKLES UNCONSCIOUS BIAS APPEALING TO THE CORE OF WHAT WE THINK AND FEEL.



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LEARNING #2

THIS EMOTIONAL CONNECTION DRIVES A LIFT IN BRAND SENTIMENT

AS BENEFITS FROM THE CONTENT AND ITS ASSOCIATED HOST PUBLISHER ARE IMPRESSIONED UPON CLIENT BRANDS.



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LEARNING #3

BRANDS CAN LEVERAGE EMOTIONAL CONNECTIONS IN CONTENT

BY HARNESSING PEAKS IN THE NARRATIVE TOEVOKE POSITIVE CONSUMER REFLECTIONS.


NNN // SUMMARY

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BRANDED STORYTELLING

DELIVED REAL MARKETING OUTCOMES

Content had an overwhelmingly positive brand impact, recording lifts at all stages of the purchase funnel.

Significantly, brand favourability and purchase intent both recorded double digit growth.

Content shifted perceptions; shifting the dial on the client’s green credentials by almost double.

Formats played complementary roles; video in the upper funnel with greater uplifts in awareness and favourability; and articles in the lower funnel driving affinity and purchase intent.


OF BRANDED CONTENT THE EMOTIONAL IMPACT · 2019-01-23 · DELIVED REAL MARKETING OUTCOMES Content...

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