Seeking brand synergy: Measuring branding moments in media content

This article presents learnings from a multi-platform partnership between Pivot, a US cable channel, and Monster, a jobs search website, to determine the contribution of content marketing to the Monster brand.

Seeking brand synergy: Measuring branding moments in media content

Sean Merriweather and Raymond Pettit, Ph.D. Pivot and Rentrak Branded Entertainment

Introduction

A quiet, but rapidly advancing, revolution is going on in marketing, advertising, and media today. It is unstoppable; driven by people's ability to engage with brands at multiple points in the stream of media content. Enabled and enhanced by new technologies and devices, these 'continuous branding moments' permeate all media and create an increasing variety and abundance of emotional and behavioral data that marketers and advertisers are just starting to understand and address.

Branded Content Has Arrived

Branded...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands