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Tag: BBC Advertising

  • Research used state of the art facial coding technology

    Digital Content Marketing holds promising future for brands, reveals BBC Works study

    By A Correspondent

     

    BBC Story Works, the content marketing arm of BBC Advertising, is pioneering new ways of understanding the emotional impact of content-led marketing by measuring consumers’ subconscious reaction to campaigns on BBC.com. In a study published today titled ‘The Science of Engagement’, its in-house insight team, in partnership with facial coding experts CrowdEmotion, has combined traditional research metrics with facial coding to understand how brands can use content-led marketing to effectively engage with consumers. BBC Advertising plans to offer this insight to premium clients as part of its campaign reporting to ensure they understand the full impact content-led marketing can have on consumers and the value of it to their brands.

     

    According to the research, well executed and clearly labelled content-led marketing is considered trusted and persuasive in quality environments, and has a powerful emotional impact for the brands involved. Exposure to content-led marketing can significantly improve consumers’ positivity towards the advertising brands (with a +77 per cent increase in explicit positivity between pre and post exposure). In addition, the study measured the second-by-second facial movements of people as they experienced the content to measure true engagement and the respondents’ implicit reaction. The results showed that exposure can also lead to a 14 per cent increase in subconscious positivity.

     

    Richard Pattinson, SVP Content, BBC Advertising and Head of BBC Story Works, said: “In a time when advertisers are increasing their spending on content-led marketing, it is important that they also feel confident in its effectiveness, and understand the significant positive impact this kind of content has on their brand. We believe that this study will enhance advertisers’ understanding and confidence in these campaigns, and in the value of high quality content-marketing delivered in premium environments.”

     

    Other key findings from the research include:

    :: Transparency and quality were revealed to be the most important factors in engaging the audience.
    :: 64 per cent were happy to read content-led marketing so long as it is clear which brand it is presented by and 64per centwere happy to read as long as it is clearly labelled.
    :: Among those who already have a high awareness of the medium, this increases to 82 and 83per centrespectively. From that group, 80per centagreed they would share it and 80per centthink it plays a complementary role to editorial content.
    :: In the facial coding study, rejection for fully labelled brand-presented content was 7per centbelow the average benchmark, while rejection for non-labelled content was 18per centabove the average.
    :: 63per centof respondents were happy to see the content as long as it mirrored the quality of the provider’s editorial content. In addition, 59 per cent found the content informative, 55per centfound it interesting and 57 per cent said they would share it.
    :: Consumers are 30 per cent more likely to believe content-led marketing on premium news providers will be more informative and accurate than on non-premium news providers.
    :: Integrating the brand drives a greater emotional response and referencing the brand within the content narrative works harder for the advertiser. Integrated content drives a +109 per cent increase in explicit and a +32 per cent uplift in implicit brand positivity. Integrated content also increases key call to action measures of recommendation and consideration.

     

    The month-long study was conducted in October 2015, following the insight that while traditional performance metrics offered a partial story of campaign success, combining them with the measurement of both conscious and subconscious consumer reaction to branded content offered a more rounded view of the effectiveness of content-led marketing campaigns.

    On the decision to explore emotional recognition techniques, Pattinson commented: “BBC StoryWorks has used the innovative facial coding methods offered by CrowdEmotion to prove that when made transparent and properly executed, brands can use content-marketing to heighten emotional engagement and enhance brand perceptions with consumers.”

     

  • Second annual tournament a hit as 18 teams battled to win 5-a-side championship

    Media agencies battle it out at the BBC World News Football Connect 2015

    By A Correspondent

     

    Mumbai’s leading media agencies were involved in a pitch with a difference last week as they took part in the BBC World News Football Connect 2015 tournament.

     

    The 2nd annual 5-A-side competition took place at Mumbai’s Cooperage Football ground and saw 18 leading media agencies battle it out. More than 250 guests attended the event with agency heads, senior planners and CEOs present.

     

    The tournament kicked off with a round robin format. Six teams then qualified for the super six stage from which the top two teams from each group made it to the finals. The final was contested by OMD-PHD ‘Chargers’ and Lodestar ‘Tigers’ with the Chargers winning the hard-fought final 2-1. There was also a ‘Reach The Target with BBC Sport’ Cross Bar Challenge with all 18 teams nominating a player to represent the team. The tournaments winners were:

     

    • Best Goal keeper – Ritwik Yadav – Lodestar ‘Tigers’
    • Top goal scorer – Selig Baptista – Madhouse ‘Sonics’
    • Player of the tournament- Selig Baptista – Madhouse ‘Sonics’
    • Winners of the crossbar challenge: Harshil Shinde – Mindshare ‘Ninjas’ and Kieran Baptista – DDB Mudra ‘Knights’
    • Runner up team – Lodestar ‘Tigers’
    • Winner of the BBC World News Football Connect 2015 – OMD-PHD ‘Chargers’

     

    Vishal Bhatnagar, Sales Director Asia – BBC Advertising said “We are overwhelmed with the response. All the teams played with a lot of spirit and determination and they demonstrated some very high quality football. BBC World News Football Connect offers us a great platform to share with our associates our brand values and share and showcase our various offerings across World News, .com, mobile app and other platforms.”

     

    The main action on the football field was complemented with a unique VIP fan zone where guests had the chance to engage with the brand in an innovative experiential marketing campaign the BBC World News ‘Be Everywhere’ oculus experience. Using the latest in virtual reality technology, BBC Global News Ltd recently launched a dramatic new interactive trade campaign to showcase how it delivers personal, portable and on-demand news for the digital age. The 360 experience gave guests a behind the scene experience with Babita Sharma as she showcased the leading news brand’s digital products and the advertiser benefits, highlighting the BBC’s international news services’ position as a leader in digital innovation.

     

  • In response to a strong growth forecast in advertising revenue in Asia-Pacific, two new roles have been created within the Asia leadership team

    BBC Worldwide expands ad sales team in Asia

    By A Correspondent

     

    BBC Advertising, the commercial arm of the British Broadcasting Corporation (BBC), is boosting its ad sales team in Asia to make the most of growth opportunities in the region.

     

    In response to a strong growth forecast in advertising revenue in Asia-Pacific and combined with a global ad sales strategy to get closer to customers and identify new cross-platform opportunities, two new roles have been created within the Asia leadership team. The decision reflects the desire to build on existing success of BBC Advertising in Asia and a commitment to investment in this growth region, with a focus on key priority markets of China, Korea, Japan, India and fast-track SE Asia.

     

    John Williams has been appointed Vice President, ASEAN & India, and will be based in Singapore. Katy Xu will take on the role of Vice President, Greater China & North Asia, located in Hong Kong. Both assume their new roles effective 1st September 2014 and will report directly into Sunita Rajan, EVP Advertising Sales, Asia, BBC Worldwide.

     

    John has relocated to Asia from New York, where he was previously VP, International Advertising for BBC Worldwide North America.  Katy, currently Regional Director, Hong Kong & Greater China, takes on an expanded role with responsibility for more markets.