Branded entertainment programs have seen a sharp increase over the past year, but many are still missing a focus on metrics. While branded content is still securing its place in every brand’s marketing mix, the ability to demonstrate proof of concept via ROI is accelerating its importance. Now that we are living in a media-meshing society and shifting our focus away from pure impression-based measures towards effectiveness, content-led programs are demonstrating that they are an extremely effective and valuable element of every marketer’s toolkit.
According to OgilvyEntertainment’s Abby Marks, Director of Operations, “interactivity has evolved the conversation beyond bigger and bigger numbers”, meaning that real audience engagement has become far more important than reach, particularly amidst a Worldwide Web of clutter and bombardment. For further proof, be sure to read the article and check out the following statistics from HNW:
- Content programs increase traffic, awareness and sharing over time instead of creating an initial bump in these metrics followed by a sharp decline.
- Eighty-two percent of marketers expect to increase or greatly increase their content expenditures in 2013.
- Per dollar, content marketing generates three times more leads than paid search.
- Ninety-six percent of content campaigns are distributed through social media sites.