BBC research shows 45% of Australians trust brands associated with platforms they respect
Research commissioned by BBC StoryWorks claims 40% of Australians believe a brand is positively or negatively affected by the platforms it appears on.
BBC’s branded content production arm has released the findings of a study into brand reputation which highlights the importance for marketers to find the right match between branded content and platform.
According to the research, 45% of Australians believe that if they see a brand on a trusted platform they will also trust the brand, while 35% believe that if it appears on a media brand they like they will automatically feel the brand is a good fit for them.
APAC head of BBC StoryWorks, Jelena Li
Jelena Li, head of BBC StoryWorks, APAC, said the advertising industry was in an interesting flux in Australia.
“We can see from recent events that consumers are becoming more and more aware and distrustful of agenda-driven news organisations and on top of this, the social media advertising space is becoming increasingly fraught with challenges and scandal,” said Li.
“It’s time for marketers to really think about how those environments impact their brand – beyond reach and engagement. What are the implicit associations and emotions audiences are walking away with, that may affect brand perception and campaign effectiveness? It’s imperative to work with expert publishers who can break down your target audience and understand what audiences want and how to reach them.”
The research also claims that 33% of consumers believe that the most important aspect of branded content is a connection to their personal wants and needs and 47% feel negatively towards a brand if the content is irrelevant to their lives.
Consumers reject content that is only focused on brand or brand story and have developed an expectation for personally targeted and unique executions says Jamie Chambers, regional director BBC Global News, Australia and New Zealand.
“At its simplest, if you produce personally relevant branded content for your target audience, select a media partner and distribution channel that your target audience trusts, you will see stronger engagement and in turn, a more effective campaign. The days of just focusing on reach or effective cost per view for campaigns no longer reflect the consumer reality.”
