Beyond the Buzz: Meaningful metrics for branded content

This paper explains how AOL, the media corporation, developed a new research methodology to measure the performance of branded content.

Beyond the Buzz: Meaningful metrics for branded content

Maureen Dawson and Matthew SharpAOL

Background

The emergence of digital branded content has had a dramatic impact on the way brand marketers think about their online advertising strategies. Media publishers are providing new opportunities for brands to communicate with their customers outside of standard banner or pre-roll advertising. For AOL, this includes branded entertainment, original video series, custom video content, native advertising and brand-as-newsroom content executions.

Despite the momentum behind branded content, the research industry has lagged in helping marketers understand its value. Most branded content programs either apply standard brand...

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