Clemenger media sales helps with media buying, buying advertising.
Clemenger Advertising Sales help with media planning, media sponsorship and content marketing. Clemenger Consulting gives you the following news to help you understand Australian media and how to best invest your marketing budget, how to maximise your advertising, pr, direct marketing, your marketing ROI:-
The Emotional Impact of Branded Content ‘7-Eleven Campaign’
THE CHALLENGE
We’re often asked about the inherent value of content marketing – what does it actually achieve for our advertisers beyond the page view metrics we trade on? And how do we connect with our audience on a meaningful level?
THE SOLUTION
Working with Kantar we turned to neuroscience and commissioned a study to investigate the emotional impact of branded content experiences on the News Native Network.
The ‘Emotional Impact of Branded Content Study’ examined article and video components of a 7-Eleven and Simply Cups campaign authored by news.com.au; a campaign that recently made the INMA shortlist for 2019 under the Best in Native Execution category.
The study fused leading neuroscience techniques including facial coding, eye tracking, and intuitive association with a traditional assessment of brand lift impact to ascertain the emotional impact of content as well as the value exchange for our customers beyond page views alone.
THE RESULTS
The results of the study identified that native content fundamentally changed how consumers not only thought, but also felt towards the brand on a broader level.
Native content tapped into their emotions by making the messages communicated personally relevant, and shifting readers from the rational conscious to the intuitive subconscious mindset.
Through this study we identified that the true value of native content is in the intangible brand benefits it delivers to advertisers. The power of native lies in its ability to emotionally persuade.
- Native is a powerhouse at pulling emotional levers to drive brand engagement
- Native harnesses emotional peaks in narrative to strengthen subconscious brand associations
- Benefits from host publishers provide further intrinsic value through the transfer of owned brand values
To find out how this could work for your business, please contact your News Corp representative or click “Request a callback” button at the top.
