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...