Branded Content to Have Measurement
"The Branded Content Marketing Association (BCMA) has achieved the necessary cross-industry support to
develop a service to measure the effectiveness of all branded content. The system will allow brand owners to
see how effective their branded content campaign is against key brand metrics, and which elements are performing
most strongly towards meeting the campaign objectives. The system has the support of The Institute of
Practitioners in Advertising, Thinkbox and The Advertisers Producing Association. The BCMA will build a series of
case studies, the first of which is ITV."
Marketing Week, 12 November 2009, p8
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