The Value of Branded Content can be Measured

The Branded Content Marketing Association (BCMA) has secured cross-industry support to develop its service to measure the effectiveness of all forms of branded content. The BCMA has now devised an evaluation system for media and creative agencies, PR agencies and media owners. 

The system allows brand owners to see how their branded content campaign is performing against key brand metrics and which elements of the campaign are performing most strongly in meeting the campaign objectives.

The Institute of Practitioners in Advertising, Thinkbox and the Advertisers Producing Association have now agreed to support the system and the BCMA is to build a series of case studies with the backing of media owners, the first of which is ITV.