Branded entertainment: Measure the matrix value

Nick Price

There is no doubt that brands have to work harder to engage with increasingly sophisticated audiences, but how do you measure success? E! Entertainment channel, Tilda rice and the English Beef and Lamb Executive have all eschewed the traditional advertising in favour of creating engaging content.

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...

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