At Interact 2016, IAB Europe announced the winners of its 2016 Research Awards. BBC won the Consumer Attitudes and Behaviour category and was highly commended in the Brand Advertising Effectiveness one for their research project entitled The Science of Engagement, which looks at answering two pivotal questions for boosting content-led marketing effectiveness:
How do consumers engage with content-led marketing?
What does this engagement mean for the brands involved?
To browse through the research, check the slideshare or download the document below!