“What is the best way to measure branded content ROI?” it’s a perennial question we are often asked. Measuring a branded content campaign can be the market research equivalent of putting together flat-pack furniture – simple in concept, but surprisingly difficult in practice. And like that ‘simple’ wardrobe you have spent several hours trying to assemble, you can be left looking at lots of components without knowing how they relate to one another and unsure if the whole thing will actually fit together.
As anyone who has tried to evaluate the success of a branded content campaign will tell you, there are numerous challenges to overcome.
The first is what constitutes branded content is very diverse. It could be a 6-second ‘Vine’ video, an event taking place over a few hours, days, months; it could be a 90-second online video, a 30-minute TV or radio show or a feature-length ‘Lego’ movie; it could exist in augmented reality (AR), virtual reality (VR) or in the real world; it might require consumer participation/interaction or be entirely passive.
Whatever it might be, it is unlikely that consumers will regard it as advertising and therefore we cannot talk to them about it in those terms.
Secondly, branded content is often part of a wider integrated campaign and isolating its success or effect can be difficult. In particular, what did it contribute compared to conventional advertising? How well did the marketing support for a piece of branded content perform relative to the actual content? It might be that the promise of the content was stronger than the actual delivery, and in some cases the campaign was a success not because of the actual branded content, but the campaign elements supporting it.
Join the BCMA, Ipsos MORI and the Brand Strategy Research Group at Oxford Brookes University to understand the best way to evaluate the effectiveness of branded content.