Ogilvy on measuring branded content

Interesting white paper about measuring the effectiveness of branded content. Given overall declining customer responses to various types of online advertising, concepts like branded content that go back to the future a la P&G’s original soap operas that were the staple of early 20th century commercial radio broadcasting.

However marketing has become much more data centric so measurement on branded content needs to go beyond possible causal relationships build on gut instinct.

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