March 21, 2021

Effectively Measuring Branded Content Marketing on Social

Tania Yuki
Tania Yuki
Chief Marketing Officer and EVP of Digital
Comscore

Now more than ever, marketers need to meet their customers where they are.

Branded content and partnerships are an amazing way to do so, but it can be complicated to decide on the details. Who is the best partner? How can you prove the ROI of the campaign? What metrics matter?

In this 30 minute briefing, we will help to answer these questions and more by covering the following:

  • What metrics are currently available for free (or near-free) directly from influencers and media company partners, as well as the constraints/complications of this as a primary data source if you do not negotiate direct authorization
  • How earned media, sentiment, and other listening-type “conversational” offerings can form a part of the picture
  • The role of Brand Lift and in what scenarios it typically makes sense to turn to this kind of measurement option

This briefing is designed specifically for digital media buying and planning professionals, as well as agency professionals involved in their brand client’s research functions. The goal of this briefing, which is the first in this series, is to ensure clarity as well as management of campaign expectations throughout the media buying life cycle towards the most successful content marketing executions.

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Branded Content Social

Content Pulse

Content Pulse, Powered by Shareablee, provides an end-to-end tool to develop, measure, and optimize your social content strategy.

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