An Outbrain study has tracked the significant lift in brand perception metrics as an outcome of third party reviews. Increasing exposure to this kind of review could see brands reporting an increase in recall, favourability, purchase intent and likelihood to recommend products to a friend.

Outbrain’s ability to measure the impact of a positive reviews campaign by looking at the key brand perception metrics could be ‘the new PR measurable’, allowing PR agencies to track the success of a campaign strategy. Outbrain brings consumers and content together online, providing publishers and brands the opportunity to reach a highly engaged audience.

“The roles of content marketing and PR are symbiotic. Content discovery acts to amplify and deliver maximum return on earned media coverage and offers quantifiable ROI," says Sarah Gavin, Outbrain's European marketing director, "Maximising the coverage and positive sentiment surrounding a brand through a third party review, clearly has the potential to be an invaluable tactic in any marketing strategy.”

The Outbrain study focused on consumer electronic brands and the positive reviews resulted in a 32% increase in perception that the brand is “technologically advanced” as well as a 102% increase in unaided brand recall. The research also showed that prolonged duration and circulation of the review would result in a greater brand awareness.

Outbrain is a leading content discovery platform and recommends content across a network of more than 700 premium publishers, including The Guardian, The Telegraph, CNN, Sky News, Future Publishing and Express Group. Links to content on a publisher’s own site increase stickiness, while links to high-quality third-party content increase site traffic and generate revenue. Outbrain is currently installed on more than 100,000 sites and generates more than 100 billion recommendations per month.