The study looked at both the difference in impact between different forms of branded content and the effect of Umfeld or context on this impact. According to the initiators, a study enables the parties involved to advise brands even better which branded content is most suitable for their campaign.
EEG was used to measure the extent to which the tested forms of branded content trigger desire and interest and whether the expression can be processed properly
One of the most important results of the research is that all tested forms of branded content are experienced as positive. That is good, because a positive score on desire is related to the actual impact on behavior and brand image.
The results also show that any type of branded content strengthens brand associations (measured with an Implicit Association Test (IAT)). Overall, the more dynamic or audiovisual content forms (branded video, TV show integration, podcast) are the best. The advertorial stands out because it scores neutral in terms of experience, but performs well in strengthening brand associations and communicating the message.
One of the things that the research has also focused on is the role of context. Interestingly, it turns out that a strong relationship between product and platform is important, for example.
When the product fits the advertising platform, there is a stronger “spillover effect” of associations and message transfer.
This also applies when there is a good match between target group (readers / visitors of a platform) and the message of the branded content.
At a time when branded content is increasingly branching out in the marketing mix, there is an increasing need to gain a better understanding of the power of these alternative advertising channels. How do the different shapes perform in relation to each other on the perception of the communication and impact on the brand? And how does this differ per context?
In a large-scale study, the parties mentioned have the conscious and unconscious effects of six branded content types (advertorial, social post, branded video, influencer, TV show integration, podcast) in five different environments (contexts) measured (geographic orientation, news context, product-context match, length of communication and match with target group). They used EEG to look at the reactions in the brain that say something about aroused desire, interest and processing (workload) by the expression. With an IAT (Implicit Association Test) the unconscious brand associations were measured for each form of branded content.