Measuring the effectiveness of branded entertainment programs is the goal of a new model introduced by Ogilvy & Mather. The model is being endorsed by leading production and broadcast companies who plan to adapt the approach to support measurement of their branded entertainment properties.
"Branded entertainment has grown exponentially in the past decade, providing marketers with new opportunities to connect with consumers on new platforms and in new, non-interruptive ways. As the branded entertainment industry has matured, we've seen the real marketing value it can bring to brands, but no standard of measurement exists," explained Doug Scott, President of OgilvyEntertainment. "Our new model structures both the planning and measurement of branded entertainment and aims to further make it a credible component of the marketing mix."
Based on discussion with key players in the entertainment industry, it was clear that a standard for measurement was needed.
"Although we've had great success with our programs, there is no current cross-industry standard for measuring and comparing branded entertainment program success. The beauty of the Ogilvy model is that it provides a consistent structure that can flex for all types of branded entertainment programs, whether they are primarily broadcast-led, live on the web, or are even full properties," said Francois Florentiny, Managing Director, ITV Studios France. "As we define the next generation of content, knowing what data is important and what it means for brands can make all the difference in the success of a program."
Ogilvy introduced its new approach -- the Branded Entertainment Assessment Model™ ('BEAM') – during a live panel at MIPTV and with an accompanying white paper. BEAM brings strategic rigor to branded entertainment programs, demonstrating success via an index based scoring system. The four-step process is rooted in established brand business ambitions and includes identifying a primary program objective, a lead content platform, determining the right mix of entertainment, exposure and brand integration, and finally, using a checklist of tactical considerations for maximizing the program across multiple, integrated channels. The BEAM scorecard ensures key performance indicators and benchmarks are set upfront and then measured against to assess ultimate program performance.
For more information on Ogilvy's new Branded Entertainment Assessment Model, read the full white paper CLICK on link below;