Branded entertainment: Measure the matrix value
Nick PriceMPG Media Contacts
E! Entertainment: created a Facebook app that merged Academy Awards footage to put users at the heart of the action as a celebrity
Branded content's worth should be assessed using a mix of PR and product placement methodologies that multiply the advertising value by its programming context.
If someone walked up to you in a pub and shouted at you for 30 seconds about themself, would you listen? 'You might hear the words, but would you be engaged? Probably not. This, however, is what traditional advertising has done for...