Measuring effectiveness and ROI of branded content to be debated at BE Festival
A session at next week’s Festival of Branded Content & Entertainment is to set out different approaches for measuring the effectiveness and return on investment for branded content projects. The panel includes Michael Byers, managing director of measurement agency Showbrands, Ayal Steiner, general manager of Outbrain Australia and New Zealand and Tony Chow, an international media consultant based in Singapore.
Byers’ company claims to be Australasia’s only branded entertainment measurement company, and has recently announced a partnership with leading US branded content research company, iTVX Rentrak. Byers is to share some of the company’s vision for the future of branded content measurement, based on new practices from the US market as well as insights derived from the company’s research from shows such as Masterchef in Australia.
Tony Chow
Outbrain provides a content distribution platform for publishers and brands and is used across Fairfax and News sites. Chow has produced broadcast television and TVCs for brands, has run a international distribution and production company and currently works as a consultant in branded content. He has spoken at a number of international entertainment industry events, including Broadcast Asia.
The panel will present their views on tracking and measuring success across any format.
The festival is organised by Mumbrella’s parent company Focal Attractions.
Tickets to the Festival – and the programme – are available for a few more days only, via this link. The conference takes place at Luna Park in Sydney next Thursday October 3.
Conference sessions include:
- Bauer, Myer and Telstra to share the role of content in building loyalty and driving purchase in retail
- An interactive content planning workshop for brands
- The Glue Society’s Jonathan Kneebone to debunk “naive” expectations of branded content
- Felicity McVay, head of content partnerships at Youtube on how YouTube helped build Jimmy Kimmel’s TV audience (and what that means for your brand)
- Daft Punk, Rolling Stone and Coca-Cola to talk about creating real life experiences that get the world talking
- Boost’s Zombie apocalypse: The Monkeys share a case study on how
- Brent Annells from Facebook to talk about integrating social media with broadcast TV for brands
- Dove Real Beauty Sketches and Dumb Ways to Die: the story behind two of the world’s most successful pieces of brand-funded viral content
- Steve Coll on using TVCs as a supporting medium for connecting audiences with content
- Intel to share their branded content creative process, including Ten’s Offspring integration and native advertising
- Musician Ricki-Lee and Universal Music to talk collaborating with brands
