Injecting Emotion into Campaign Effectiveness: How the BBC found a way to turn the emotional impact of branded content into a campaign metric

The British Broadcasting Corporation (BBC) researched the emotional impact of content marketing and how that can be used as a campaign metric.

The content marketing dilemma

Campaign Effectiveness testing in advertising is a staple research offering for many media platforms. Whilst the rise of digital advertising has produced an array of new metrics by which to judge success impressions, click throughs, dwell times, and of an advertising campaign beyond its mere reach. What occurred in the of the consumer?