BBCís Science of Engagement thought-leadership research demonstrates the innovative use of data and technology by combining traditional online survey with state of the art neuro-science techniques, Facial Coding and Implicit Testing, to reveal how consumers implicitly/explicitly engage with content-led marketing on digital media and the impact it has on the brands. More than 5,000 consumers were studied across continents, including the contribution from 20 industry experts across media agencies, clients, industry body and academia. The study aims to answer many burning questions marketers have been asking. For example, how consumers engage with different formats of content online? How engaged users are to marketing campaigns led by content? Does the same piece of content incite different reactions from readers in different countries? As the first digital publisher in the industry to decode userís engagement with content using neuro-science techniques, the results we published in this study are fascinating. One key learning from the study is that, content-led marketing is considered trusted and persuasive in quality environments with integrated and transparent brand messaging. It also leaves a powerful emotional impact on the brands involved ñ this is something just canít be measured by CTRs or dwell times!