Branded content campaigns are regarded as one of the more effective ways to cut through, with the hope of enjoying a halo effect in their chosen environment. Given the relatively bigger budgets, marketeers understandably want to know how effective these have been.

Working for a major media owner in recent years, I helped to measure the effect of branded content myself on countless occasions. And during this time, I often thought the way media owners measured these was, well, a bit weak. But no one offered a better solution and clients didn’t challenge it, so on we went.

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