The Content Frontier: How can we effectively implement and measure branded entertainment? - Abigail Marks-OgilvyEntertainment

It is clear that 2012 is truly the tipping point for branded content With consumers technology and media as the trifecta of powerful driving forces content creation distribution and consumption barriers have collapsed Now that we stand in the rubble of these former barriers the content freeforall has begun More and more projects are taking shape around the globe with fantastic properties showcasing compelling brand messages but how do we measure success And on the flip side how do we advance the implementation of branded entertainment programs beyond oneoff experimental marketing programs trying to take advantage of this newly found land of media accessWhen it comes to branded entertainment we need to measure programs that have one foot firmly planted in the entertainment world and another in the advertising world On the entertainment side media players are relying on legacy entertainment measurements that were never meant to capture the multiscreen experience on the advertising side brands are focusing less on the almighty impression and winning creative awards and more on campaign effectivenessIt39s clear we39ve got quite a challenge on our hands to effectively implement and measure branded entertainment programs With a challenge this big we need a big solutionIn the words of our namesake David Ogilvy quotBig ideas are usually simple ideasquot In order to begin building a standard measurement solution for brands with varying objectives and entertainment properties with various platforms we must build a basic framework key concepts and standardized discipline in developing and measuring branded entertainment programsBranded entertainment programs come to life in a multitude of formats primarily broadcast digital events and properties While programs activate across multiple platforms they are often led or sparked by a lead platform amp8211 ideally strategically selected based on brand ambitions and program objectives Depending on what the program is meant to accomplish for the brand the entertainment property should be developed in a way that addresses those goals Because of the varying program goals target audiences and brand ambitions there is not an objective onesizefitsall standard of measureInstead we must incorporate measurement into the development and planning of properties in a way that builds the right custom dashboard for the propertyThis is exactly the goal of the rigorous branded entertainment assessment model we have just launched at OgilvyEntertainment It aims to provide a better understanding of how the Branded Entertainment mix the combination of exposure brand and entertainment work in unison to achieve predetermined program objectives This strategic planning process coupled with a common indexbased evaluation method will move us beyond the current oneoff nature of branded entertainment programs And a common language for the industry means the five critical partners brands agencies producers broadcasters and distributors have a means to collaborate learn and execute more effectivelyAbby Marks is an Associate Director with OgilvyEntertainment where she is responsible for the creation development and delivery of 360 entertainment marketing programs Abby39s Twitter handle is NYCAbby Abby can be reached at abigailmarksogilvycom Read all Abby39s MediaBizBloggers commentaries at TWEED by OgilvyEntertainmentCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

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