BBC Storyworks has launched a new measurement tool designed to help marketers gain a better understanding of how their branded or sponsored content is resonating with consumers on an emotional level.
BBC Storyworks is part of the corporation’s main advertising department. It has been hard at work producing a tool that takes “emotional engagement” and “subconscious engagement” into account during the reading or viewing experience to determine its lasting impact.
This “Science of Engagement Tool” is capable of measuring exactly how a video or editorial blog piece changes attitudes on a subconscious level, which could be incredibly useful for marketers who generally only access to tools that track tangible metrics such as viewing time and impressions.
The tool uses CrowdEmotional facial tech and eye tracking to measure emotional responses on a second-by-second basis and then classifies the association between the type of content being consumed and the emotions displayed by a viewer at that exact moment.
BBC Storyworks senior VO, Richard Pattinson said: “Proving the effectiveness of content for brands is a challenge across the industry and we’re incredibly proud to have harnessed the expertise built up through years of in-depth research to offer clients a way of truly understanding the impact of their campaigns, using this unique combination of scientific tools.”
Pattinson added that the new system will be developed further over time to reveal deeper insights about how storytelling or narratives can develop the emotional engagement brands want in order to maximise the effectiveness of content marketing campaigns.
