BBC StoryWorks launches new measurement tool for branded and sponsored content

BBC Advertising’s content marketing arm, BBC Storyworks, has launched a new measurement tool specifically for branded and sponsored content.

The new tool aims to assist brands in understanding the “emotional engagement” and “subconscious association” sponsored and branded content has with consumers.

‘The Science of Engagement Tool’ measures how a brand’s content changes attitudes subconsciously.

The tool includes facial technology from CrowdEmotion which takes second-by-second measurements of the viewer’s emotional response and eye-tracking technology which identifies the relationship between what is being viewed and the emotions experienced at that time.

The new offering can be applied to any content which the BBC has a commercial partnership with.

Richard Pattinson, senior vice president at BBC StoryWorks, said in a statement: “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.

“As we continue to roll out this system, we will build on the insights to further reveal how our storytelling can create the right emotional engagement to enable our clients to maximise the impact of the campaigns we deliver with them.”


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