These may be traditional (films, short films, radio program, magazine articles, publications and physical events among others) or digital (eBooks, mobile content such as an App, podcasts, research papers, microsites, videos, case studies, blogs, newsletters, social media conversations and Webinars among others).
Published in Chapter:
Identification of Tools for Measuring Branded Content: A Proposal for Evaluating Its Effectiveness
María Rodríguez-Rabadán (International University of La Rioja, Spain), Cristina del Pino-Romero (University Carlos III of Madrid, Spain), and Helena Galán-Fajardo (University Carlos III of Madrid, Spain)
Copyright: © 2023
|Pages: 26
DOI: 10.4018/978-1-6684-3971-5.ch014
Abstract
Research on the study of the effectiveness of branded content actions shows that the reference data to draw up projections of results are neither standardized nor homogeneous. This is one of the main barriers that brands encounter when undertaking content creation actions: the mechanisms to measure their effectiveness. The aim of this chapter is to analyze what tools exist in the market to measure branded content, establishing a comparison between them that, in turn, can be used as a basis for the creation of a standard and homogeneous results measurement system. All this with the final intention of measuring the real effectiveness of branded content.