Product · Nielsen · 2018 – 2021
Branded Content Effectiveness
What is a brand integration worth, and how would you prove it?
The question
Brand integrations were sold on faith. Advertisers wanted the same proof they got for a thirty-second spot.
Collect
Exposed and matched unexposed viewers were surveyed, with facial coding and eye-tracking for a subset in the lab.
Analyze
Lift in awareness, favorability and intent was measured against controls, with the method standardized so results compared across programs.
Present
A productized report format the sales team could take to market. Designed and scaled across Nielsen, Branded Content Effectiveness contributed eight figures of revenue.