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 today, the standard metric used for evaluating branded content like TV sponsorships is reach and SOV, same as those used for evaluating TV spots. What if your content reached a million people but generated over 20% more negative sentiment? Or failed to generate any social media buzz? Would you agree then, that the net impact of your content may in fact have been negative? A reach based evaluation will never take this into account. It is critical therefore to build in audience response into your content measurement process. And thanks to the bevy of social monitoring platforms and analytics tools, multiple brands can be evaluated equally, on the same parameters, to understand the real impact of content.
Through this article we set about creating a best practice model of sorts for branded content planning and evaluation which helps focus on the wealth of insight we can derive from metrics that are publicly available and simple to harness. The branded content planning and evaluation model called AUDIENCE WIRE consists of 2 key modules:
- INPUT Module refereed to as the 4C module which measures all input parameters that can have any effect on the audience, including a thorough assessment of the creative aspects of the integration and
- OUTPUT Module which helps measure the total audience response generated to the branded content and is referred to as the Sponsorship Buzz Index