Could the success (or not) of your campaign hinge on the platform on which it appears? New research suggests it might, finding that 40 per cent of Australians believe a brand is positively or negatively affected by the platform on which it appears. 

Commissioned by BBC StoryWorks and conducted by The Digital Edge Research Company, the study surveyed over 1,000 Australians between 18 – 70+ years old from across the country in January 2019. 

The data highlights the importance for marketers across Australia of ensuring their brand and branded content appear on those platforms that will support their campaign objectives.

When done correctly, the potential positive effects of brand association and engagement are undeniable, with 45 per cent of Australians believing that if they see a brand on a trusted platform then they will also trust the brand while 35 per cent believe that if it appears on a media brand they like then they will automatically feel the brand would be a good fit for them.

The research clearly demonstrates that brands must place as much emphasis on where content appears and how it’s distributed, as they do on the quality of the content.  

Jelena Li, Head of BBC StoryWorks, APAC says the advertising industry in Australia is experiencing a time of flux. “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,” she said. 

“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. In selecting a media partner that your target audience truly trusts, your brand is protected and in safe hands, and campaign effectiveness is maximized.”

Consumers want to connect personally with brands

Branded content has proven its effectiveness and is continuing to mature as a tool for shifting brand perception, consideration and recommendation, and this research highlights the importance for marketers to now acknowledge the challenges in producing and distributing content in an ever evolving and fragile media landscape. 

Expectations from the consumer have changed – and with that comes an added responsibility to make sure you are serving content that is personally relevant to your target audience, and not just about your brand or brand story. In fact, 33 per cent of consumers believe that the most important aspect of branded content is a connection to their personal wants and needs and 47 per cent feel negatively towards a brand if it’s irrelevant.

Jamie Chambers, Regional Director, BBC Global News, Australia and New Zealand says “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.”

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