DCNF: DigitasLBi Unveils Tool to Measure and Optimize Branded Content
DigitasLBi and Simple Reach, a provider of web and social analytics, are launching a new measurement tool that will help brands learn how their content is performing, both across the web and versus industry-specific benchmarks.
It’s called the Newfront Brand Content Index, and it’s designed for marketers who want access to real-time and historical performance data on editorial, video, and other types of branded content. Co-developed by DigitasLBi and Simple Reach, the Newfront BCI will allow DigitasLBi clients to measure success based on metrics such as views, page-views, shares, traffic coming from social networks, time spent, and reach (in terms of uniques).
The hope is that the BCI becomes the standard for how brands and agencies evaluate their content marketing campaigns. The tool pulls in anonymized content and audience data from publishers like The New York Times, Time Inc., Forbes, The Atlantic, The Huffington Post, The Wall Street Journal, and Vice, among others.
“As content marketing becomes an increasingly important way to build brand equity, agencies and brands have struggled to prove the ROI of their efforts,” said Edward KIM, CEO of Simple Reach. With the data provided by the Newfront BCI, marketers will have a better understanding of how to better optimize their campaigns, and promote top-performing content across the distribution points that make the most sense, he said.Tags: branded content, DCNF, DCNF 2014, digitaslbi, measurement, newfronts, Simple Reach