Engaging Audiences – The Value of Premium Content Partnerships
An introduction by Tim Cain, Head of Research for the AOP
Content partnerships are increasingly being deployed as a creative solution by agencies and brands looking to utilise the branded content
environment to reach consumers with commercial messages that are relevant and sympathetic to the users relationship with the media brand’s content. The partnerships are likely to operate across platforms utilising both online and offline media published by the media owner.
Let’s be clear this is not native advertising! Unlike native advertising, Premium Content Partnerships are written by the media brand. Such association with quality publishers brings an element of trust. The depth of information conveyed creates a much deeper level of engagement and a much stronger story, strengthening existing brand values and repositioning brands.
That is the contention which AOP have set out to examine and define in a long term research project involving four media owners - Guardian, Telegraph, IPC and Haymarket and five major advertiser brands – LG, Disney, Boots, Majestic Wines and Lenor.
The project set out to understand in some detail how, where and why this content partnership relationship works and specifically what the value provided by the combination of digital and print exposure looks like.
The AOP Research Forum
The AOP have worked with the MRS and Media Week award-winning research agency Cog to use "implicit response testing" to measure the strength of impact in addition to the type of impact content partnership activity has on those exposed. Each advertiser was mapped on a series of brand values vs their closest competitors for single-exposed, multiple exposures and a control group of demographically matched but not exposed respondents. The tests compared the impact on brand values and consideration of the client's brand for those with no exposure with those with single and multiple exposure to elements of a content partnership (focusing on online but also measuring exposure to any offline elements).
The results will be unveiled for the first time at the AOP Research Forum
on Thursday 11 September and make for a compelling story. So don’t miss out and book your places asap to see the full presentation by Rob Ellis, MD, Cog Research and Rhiannon Griffiths, Chair of AOP Research Group and Head of Research, Audience Department, Guardian News & Media.