Summary
Major consumer brands like Adidas, American Express, General Electric, Marriott, Pepsi, and Under Armor have invested millions of ad dollars to create and distribute content that their targets will click on, tune in to, or spend time with. Branded media content is a relatively new game for B2C marketers, and few have a clear idea of what good looks like. This report provides marketing leaders with a methodical approach to audit their media content for greater competitiveness, including examples and a seven-part, 24-criteria interactive tool.
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