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THE EMOTIONAL IMPACT OF BRANDED CONTENTThe Engagement Network. Powered by News DNA
news.com.au x 7-Eleven Simply Cups
NNN // XXX
.02
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
.03
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
The Engagement Network
NNN // NEUROSCIENCE METHODOLOGY #2
.04
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.
The Engagement Network
NNN // NEUROSCIENCE METHODOLOGY #3
.05
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.
The Engagement Network
NNN // QUANTITATIVE METHODOLOGY
.06
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
The Engagement Network
.09
NNN // FINDINGS
THAT IS NICE AND EVERYTHING HOWEVER WHAT DID WE
ACTUALLY UNCOVER?
NNN // THE FINDINGS
.08
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
The Engagement Network
NNN // THE FINDINGS
.09
AND SHIFTED BRAND PERCEPTIONSWITH DOUBLE DIGIT LIFTS AGAINST KEY MARKETING MESSAGES
+28 +28 +24
*All significant increases, based on 95% CI for control vs. exposed uplift
A RECYCLING DESTINATION IS SOCIALLY RESPONSIBLE AN INDUSTRY LEADER
The Engagement Network
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%0% 5% 10% 15% 20% 25% 30% 35% 40%
NNN // THE FINDINGS
.10
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.
The Engagement Network
NNN // THE FINDINGS
.11
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.
The Engagement Network
NNN // THE FINDINGS
.12
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
*All significant increases, based on 90% CI for control vs. exposed uplift
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.
The Engagement Network
NNN // THE FINDINGS
.13
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
.13
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
The Engagement Network
NNN // THE FINDINGS
.14
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.
The Engagement Network
NNN // THE FINDINGS
.15
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.
The Engagement Network
NNN // THE FINDINGS
.16
VIDEO CONTENT DELIVERED UNIVERSAL ATTENTIONWITH ENGAGEMENT SUSTAINED TO COMPLETION
The Engagement Network
Attention results ranked the video in the top 10% highest performing against Kantar Millward Brown’s video norm database.
NNN // THE FINDINGS
.17
CONTENT PEAKS IN VIDEO DELIVERED EMOTIONAL RESONANCE LINKING THE BRAND TO CONTENT THROUGH CONSIDERED PLACEMENT & MESSAGING
The Engagement Network
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
.18
LEARNING #1
NATIVE CONTENT ELICITS A PURE EMOTIONAL RESPONSE
ONE THAT TACKLES UNCONSCIOUS BIAS APPEALING TO THE CORE OF WHAT WE THINK AND FEEL.
The Engagement Network
NNN // KEY LEARNINGS
.19
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.
The Engagement Network
NNN // KEY LEARNINGS
.20
LEARNING #3
BRANDS CAN LEVERAGE EMOTIONAL CONNECTIONS IN CONTENT
BY HARNESSING PEAKS IN THE NARRATIVE TOEVOKE POSITIVE CONSUMER REFLECTIONS.
The Engagement Network
NNN // SUMMARY
.21
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.
The Engagement Network
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