The Branded Content Marketing Association (BCMA) is launching an in-depth study into measurement techniques with the aim of developing an industry-recognised standard.
The move comes almost a year after the Association, which represents the interests of those involved in advertiser-funded content, set up a working group to look at measurement systems (MW March 23, 2006).
The research aims to show how advertisers, agencies and researchers are addressing campaign effectiveness and establishing best-practice case studies for marketers. The trade body wants to improve advertiser and agency confidence in the medium.
The BCMA’s research working group has compiled the questionnaire with online research specialist Entertainment Media Research.
Contentworx chief executive Andrew Canter, who is heading the research group, says there is a "huge need" to prove the value of branded content and develop a "credible" measurement system that reassures advertisers and agencies in using branded content as part of their marketing plans.
Some agencies involved in branded content already have in-house systems for measuring their own projects, but there is no industry standard.
The association restructured in September last year when Nigel Walley, group managing director of Decipher, took over as chairman.
BCMA members include brand owners, broadcasters, film-makers, advertising agencies, media agencies and games publishers. The association’s committee features Bacardi global brand director Guy Lawrence.
The research will be published, together with a qualitative assessment of the sector, in the summer.