Evaluating Branded Content
Branded content is an extremely powerful way to engage with consumers. Major brands have invested heavily in branded content and although individual campaigns may have been measured using bespoke research methods there has never been a universally accepted methodology to measure the effectiveness of branded content activity. Ipsos MediaCT and the Branded Content Marketing Association (BCMA), recognising that branded content has historically been seriously under researched, decided it was time this changed and Content Monitor was born.
Content Monitor is an essential tool for media owners, media agencies, creative agencies, PR agencies and production companies for planning and evaluating branded content campaigns. (Hover over the boxes below to get more information)
The Content Monitor is suitable for all sizes of campaign and has been employed effectively to evaluate the success of a number of campaigns for clients such as the BBC, ITV, CNBC, Morrisons and HSBC.
With the relaxation of product placement regulations in February 2011 comes the need to measure the effectiveness of this addition to the marketing portfolio, particularly in comparison to traditional advertising and branded content options. Given the success of Content Monitor, Ipsos MediaCT and the BCMA have created Placement Monitor, offering all the benefits of Content Monitor, but with particular focus on product placement.