From Views to Value: A guide for developing a ‘value’ oriented framework for planning and evaluating branded content

A best practice model for branded content planning and evaluation helps focus on the wealth of insight that can be derived from publicly available metrics that are and simple to harness.

First off, in the context of branded content, it is crucial to move the scope of discussion beyond reach or viewership. As they say, not all GRPs are equal. Viewership alone cannot be the criteria for measuring success of content today. Sadly, till today, the standard metric used for evaluating branded content like TV sponsorships is reach and SOV, same as those used for evaluating TV spots. What if your content reached a million people but generated over 20% more negative sentiment? Or failed to generate any social media buzz? Would you agree then, that the net impact of your...

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