The Science of Measurement

How do we really measure the impact of branded content campaigns? Website impressions, downloads, eyeballs … numbers alone aren’t the ...

How do we really measure the impact of branded content campaigns? Website impressions, downloads, eyeballs … numbers alone aren’t the sole measure of success. So how does one measure emotional impact and stickiness of a campaign? Ian Wright is Executive Vice President for Corporate Development within the Media, Content & Technology specialism in global market research company Ipsos. His role includes working with technology companies to identify new consumer opportunities, as well as partnering with them to drive the next generation of market research. Prior to his current role, he was Managing Director of OTX Europe (acquired by Ipsos in 2010) where he developed the Content Monitor with the BCMA (Branded Content Marketing Association); a unique system for evaluating branded content. In his presentation, Mr. Wright will illustrate the impact of two branded campaigns using metrics and analytics he helped design.

Ian Wright
EVP
Ipsos MediaCT
Research Director of
BCMAttt NA

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