How Do You Measure the Value of a Branded Web Series? — Online Video News
Liz Shannoin Miller has a great story on the value of branded web series. Although it is about the typical American situation (Leap Year is featuring on – currently US only – Hulu), it may soon be the matter in Europe (and Holland in particular) soon. Read the whole story via How Do You Measure the Value of a Branded Web Series? — Online Video News or check out the first words here.
In the web series world, creators often rely on brands to get their content funded. The level of branding in a series varies wildly, from characters on The Guild occasionally using Sprint phones to Illeana Douglas working at an Ikea, but much like in the early days of television, the “Presented By” tag is ever present.
It’s not hard to see how creators benefit from this relationship, as partnering with a brand means a reliable source of cash to put a project into production; it’s not a gamble like many independent productions can be. But I’ve often wondered why brands sign up for these series — and, specifically, how those brands measure their return on investment. Can you put a price on word-of-mouth? Turns out the answer is yes.
Wilson Cleveland of CJP Digital has made a name for himself as a producer of branded content; his first show, The Temp Life, is heralded as one of the first-ever branded web series, and since then he’s produced shows for brands including Trident, the Better Sleep Council and Spherion.