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Sunday, June 5, 2011

How Do You Measure the Value of a Branded Web Series?

But I’ve often wondered why brands sign up for these series — and, specifically, how those brands measure their return on investment.

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A Leap Forward for Branded Entertainment

The show is very much in the vein of Friends, How I Met Your Mother or any other TV sitcom, which ...

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  1. If it is geoblocked on Hulu it is not on the World Wide Web and hence it is technically not a “web series” (web is an abbreviation for “World Wide Web” as you know). Brands can do a LOT of harm to their brand by geoblocking. It is something that is not appreciated on the World Wide Web and those who endorse and use it will suffer damage to their brand image as a result.

  2. ".. determinedhe value of one Facebook fan to be $3.60."

    - interesting.

  3. Hiscox Small Business Insurance has 49 likes on Facebook.


    What will be significant is how many "likes" on the "web series" translate into "likes" for the company itself......at least if you are going to attribute a monetary value of $3.60 to each fan. Yes, it is possible that the "likes" for a web series on FB have some monetary value but is it still $3.60 in terms of branded content?

  4. "An ad agency, according to Cleveland, will guarantee a certain number of impressions to to a client (which may or may not include “buying” views with auto-playing ads).

    But when a branded series is treated like a PR initiative, there’s more risk but potentially greater reward.”

    Could you clarify this part? Does it mean that “Leap Year” will NOT be using “paid views”?

    In a previous article NTV has discussed the use of “paid views”:


    How exactly does one generate a “paid view”? (ok that might be a trade secret, but does anyone know?). What do we know about the people who are responsible for “paid views”. What do we know about their viewing habits. Why do most paid views appear to be almost invisible if you look at discussions on social networks. Does a “paid view” ever make it past the first second of a video, or worse, the preroll before a video? Do such “paid views” actually view the content they are directed to……or do they simply click away because they were “tricked” in some way?

    Finally how does the approach being used by “Leap Year” differ from this classical “paid view” approach.


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