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 free-for-all 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 one-off experimental marketing programs trying to take advantage of this newly found land of media access?
When 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 multi-screen experience; on the advertising side, brands are focusing less on the almighty impression and winning creative awards and more on campaign effectiveness.
It's clear we've got quite a challenge on our hands to effectively implement and measure branded entertainment programs. With a challenge this big, we need a big solution.
In the words of our namesake, David Ogilvy, "Big ideas are usually simple ideas". 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 programs.
Branded 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 – 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, one-size-fits-all standard of measure.
Instead, we must incorporate measurement into the development and planning of properties in a way that builds the right custom dashboard for the property.
This 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 pre-determined program objectives. This strategic planning process, coupled with a common index-based evaluation method, will move us beyond the current one-off 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 effectively.
Abby Marks is an Associate Director with OgilvyEntertainment, where she is responsible for the creation, development and delivery of 360 entertainment marketing programs. Abby's Twitter handle is @NYCAbby. Abby can be reached at abigail.marks@ogilvy.com.
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