Measuring Sponsored Content
SPARK is the branded content division of Telegraph Media Group (TMG), which acts as a creative agency to produce sponsored content for advertiser brands in print and online. TMG needed to measure the extent of Spark created content delivered through TMG owned platforms against success metrics of the advertisers (brand awareness, brand image, purchase intention and likelihood to recommend).
The Solution to Measuring Sponsored Content
Bottom line Analytics developed a unique approach to measuring content and media activity using Structural Equation Modelling. This allowed TMG to effectively report the success of media and TMG SPARK content drivers against the KPIs that matter. From this advertising partners (Philadelphia Cheese, Tesco Finest, Singapore Airlines and others) have been reassured around the effectiveness of TMG sponsored content placements.
"We worked with Masood at BLA in understanding the value of branded content and advertising for brands. Structural equation modelling showed us the contribution of each advertising channel on upper funnel brand metrics and on purchase intent. This helped us concentrate on metrics that mattered, delivering higher sales for our clients. Masood improved our thinking around ad effectiveness and helped us innovate and get ahead of the competition in this space. "
Head of Commercial Insight,Telegraph Media Group