A regular update of the best practice available across the branded content industry.
BCMA/Oxford Brookes/Ipsos Academic Study: Defining Branded Content for the Digital Age
With little academic work in the area of branded content, we felt it was important to lead the industry in order to develop a clearer understanding of this ‘new’ key marketing concept and define branded content in the digital age.
We chose to work with Oxford Brookes University and our global research partner Ipsos. The first phase of the study includes a literature review, a new definition of branded content and uncovers emerging themes that will help brands harness the power of branded content for maximum benefit. The second phase of the study is taking place over the few months with the results being available early next year.
- A collaboration between Academia and Industry
- Developing a clearer understanding of a ‘new’ key marketing concept
- Little academic work in the area of branded content
- Define branded content in the digital age
- The study is being conducted by Oxford Brookes University and the BCMA’s global research partner Ipsos Mori
Videos not included in PDF, see titles below which can be viewed here…
Overview Document: ContentMonitor
The ContentMonitor is a branded content measuring system that is set to become the industry standard.
Commissioned Research:Milestone Attitudinal Consumer Study
As a barometer of the changing attitudes towards branded content, the BCMA commissioned a wide ranging survey of ‘milestone’ questions to establish a benchmark level for branded content activity.
Featured Research:Beyond the Ad Break
Branded entertainment is hard to pin down as a discipline because it’s still in the process of being classified. Nevertheless, this report from Brand-e stands up to its own brief.
What Is The Social Video Report? A must read for brands
The Social Video Report is a study into the consumption by UK consumers of online video. The report is based on quantitative research across all platforms and focuses in particular upon the online viewing of brand-related videos namely Product Reviews, TV Commercials and Branded Entertainment.
The Report details audience reach, incidence rates, content preferences, motivations and impacts by demographic and consumer segmentation. In particular, the Report investigates and quantifies behavioural impact of brand-related online video in the form of Engagement, Sharing and Purchasing.
For the full report please go to http://socialvideoreport.com