Measuring the Effectiveness of Branded Content across Television and Digital Platforms: How to Align with Traditional Marketing Metrics While Capturing What Makes Branded Content Unique

Gian M. Fulgoni, Raymond Pettit, and Andrew Lipsman

Branded content provides a challenge for marketers to align its measurement with traditional metrics across television and digital platforms.

INTRODUCTION

In 2016, Allstate partnered with The Atlantic on an ambitious branded-content initiative known as the Renewal Project, an online newsroom featuring stories and videos of social enterprise and innovation. Supported with grassroots local events, sponsored editorial on TheAtlantic.com, and extensive ongoing social media, the Renewal Project is an example of a recent trend toward the use of branded content in support of corporate social responsibility efforts. Being good corporate citizens and agents of constructive social change is its own reward, but there is the added benefit of positive brand association.

The use of branded content has soared...

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