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 Atlanticon 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...

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