The Emotional Impact of Branded Content – News DNA Releases Findings From Native Content Study

News Digital Networks Australia (News DNA) has released findings that focus on the influence of native content.

The Emotional Impact of Branded Content, a study Commissioned by News DNA and conducted by Kantar, examines the emotional impact of branded content experiences, by using the latest technologies to measure emotional engagement. The study incorporated facial coding, eye tracking, intuitive association and an assessment of brand lift impact.

“Native advertising is reaching maturity and adoption rates have never been higher,” said Ainslee O’Brien, general manager of commercial integration, News DNA. “While many marketers recognize the benefits of native, they have had inherent questions around the value of their content marketing efforts beyond the page or video views.”


 

The  Study examined both articles and video content experiences as part of a 7-Eleven and Simply Cups campaign authored by news.com.au, a campaign that recently collected an award at the 2019 INMA Global Media Awards for Best Execution of Native Advertising.

The results identified that the native content fundamentally changed how consumers not only thought, but also felt towards the brand by tapping into their emotions and making the messages personally relevant.

This campaign demonstrated an ability to change brand perceptions, build preference and push consumers through the marketing funnel towards intent.

Campaign performance was assessed by comparing respondents who were exposed to the campaign against a matched group of respondents who had not seen the campaign.


 

The study showed the following results:

  • Against the key marketing message of 7-Eleven being a ‘pioneer in coffee cup recycling’, it saw an uplift of 24 percentage points to 57% versus 33% who had not seen the campaign
  • Brand favorability increased 14 points to 59% for respondents who were exposed to the campaign; purchase intent increased by 12 points to 57%.
  • The benefits from association with the host publisher, news.com.au, were also demonstrated in this study with 7-Eleven being seen as ‘relevant’ and ‘trustworthy’ score 33% and 32% respectively higher for respondents who were exposed to the campaign in the intuitive association task.

“The 7-Eleven Simply Cups campaign run on News Native Network clearly showed there is a strong opportunity for brands within relevant content,” said Mark Henning, executive director media and digital, Kantar.

“The key to success for 7-Eleven was to have a clear role for the brand that was integral to the story conveyed across the articles. The campaigns emotional objective and messaging required a unique measurement approach that captured the longer term attitudinal impact of the campaign for 7-Eleven.”

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