From Views to Value: A guide for developing a ‘value’ oriented framework for planning and evaluating branded content

A best practice model for branded content planning and evaluation helps focus on the wealth of insight that can be derived from publicly available metrics that are and simple to harness.

First off, in the context of branded content, it is crucial to move the scope of discussion beyond reach or viewership. As they say, not all GRPs are equal. Viewership alone cannot be the criteria for measuring success of content today. Sadly, till t

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