Intensity as the third dimension: Looking beyond reach and frequency to measure the impact of branded content

Reveals the findings of a study that measures the true impact of branded content among Gen Z and millennials in a significantly fragmented media landscape.

The (measurement) struggle is real

Fact: The world of marketing & advertising just isn't the same anymore.

Gone are the days when brands could run 30-second TV spots and call it a day. A recent Nielsen report showed traditional TV viewing by adults aged 18-24 has fallen a whopping 43.6% since 2012. That's a lot of eyeballs on TV ads. The media landscape has fragmented significantly, with cross-platform marketing as table stakes and digital media channels splintering into a who's who of ad formats (think pre-roll, social, native, branded content).

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