BBC tests the effectiveness of content campaigns with artificial intelligence
Posted: Tue Jan 07, 2025 6:59 am
It's hard to test the effectiveness of a branded content campaign. That's why the BBC wants to offer a solution to its partners. The BBC StoryWorks team is demonstrating a new way to measure whether audience engagement is with the brand and its sponsored content or with TV and digital platforms, using artificial intelligence.
The BBC, which has worked with a panel of viewers , has worked closely with CrowdEmotion, an emotion-inspired artificial intelligence company. Using the company's bespoke technology , it scans the micro expressions of the face while viewing the content and relates them to emotions. The technology takes second-by-second measurements of six key emotional states . Meanwhile, it identifies the relationships between what is being seen and the emotion being experienced. According to the BBC, the test identified the predominant feelings as happiness, surprise and curiosity , and pinpointed the exact moment at which the emotional impact was generated, according to adweek.com .
All of this has the benefit of knowing what people are actually feeling , rather than what they say they feel, so it’s more accurate. Plus, you see all the emotions experienced through the content , not just at the end. “There’s a lot of south africa phone number on traditional advertising, but this new technology is fast-paced, showing our partners how panellists react to the content in a tangible way,” said Richard Pattinson , SVP, Content, BBC Advertising and Head of BBC StoryWorks. “It’s still early days, but we’ve had positive feedback from our partners in Asia and we’re in the process of showing this technology to a couple of partners in the US and elsewhere.”
Furthermore, the test conducted with Huawei showed that the subconscious association between the brand and its key attributes such as innovative, inspiring, environmentally responsible and high quality was boosted. After being exposed, they also had a strong desire to interact with Huawei and brand awareness increased by 216% , brand association by 23% and purchase intention by 19%.
The BBC, which has worked with a panel of viewers , has worked closely with CrowdEmotion, an emotion-inspired artificial intelligence company. Using the company's bespoke technology , it scans the micro expressions of the face while viewing the content and relates them to emotions. The technology takes second-by-second measurements of six key emotional states . Meanwhile, it identifies the relationships between what is being seen and the emotion being experienced. According to the BBC, the test identified the predominant feelings as happiness, surprise and curiosity , and pinpointed the exact moment at which the emotional impact was generated, according to adweek.com .
All of this has the benefit of knowing what people are actually feeling , rather than what they say they feel, so it’s more accurate. Plus, you see all the emotions experienced through the content , not just at the end. “There’s a lot of south africa phone number on traditional advertising, but this new technology is fast-paced, showing our partners how panellists react to the content in a tangible way,” said Richard Pattinson , SVP, Content, BBC Advertising and Head of BBC StoryWorks. “It’s still early days, but we’ve had positive feedback from our partners in Asia and we’re in the process of showing this technology to a couple of partners in the US and elsewhere.”
Furthermore, the test conducted with Huawei showed that the subconscious association between the brand and its key attributes such as innovative, inspiring, environmentally responsible and high quality was boosted. After being exposed, they also had a strong desire to interact with Huawei and brand awareness increased by 216% , brand association by 23% and purchase intention by 19%.