The present and future of post production business and technology | Philip Hodgetts

Jun/11

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How Do You Measure the Value of a Branded Web Series

How Do You Measure the Value of a Branded Web Series? http://tinyurl.com/6lcxj6e

As regular readers will know, I’m a big fan of branded media. Like soap operas of days gone by, branded media is a single sponsorship of music, film or web video projects. Of course, one of the problems with any media investment by a brand – be it with branded media or advertising – is measuring the effectiveness.

Wilson Cleveland of CJP Digital who has made a name for himself as a producer of branded content has a formula for assessing monetary value of the media to the brand:

And in working with brands, he’s created a formula by which the actual monetary value of a branded web series can be measured for the brand. “We’re in a position to calculate a different kind of ROI than ad plays and impressions,” Cleveland said via phone. The basic purpose is to evaluate things from an earned media perspective.

Branded media is at least only giving us one brand message, and one presumes it’s done in a way that is at least sympathetic to the media’s content.

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