What is the BCMA?
The BCMA is the global industry body for branded content practitioners, run by practitioners, promoting best practice, sharing knowledge and growing the branded content industry.
What do we do?
We promote and grow the branded content industry in partnership with other relevant trade associations and industry groups, sharing best practice, researching, lobbying and managing events relating to our industry. We create the opportunity to connect with the leading experts in the branded content industry.
Why should anyone care?
Branded content is predicted to be at the heart of every marketing strategy, and there is growing evidence that there will be a significant shift in budgets to support it. However, there is still some confusion as to how to do it, who should do it and how it is measured. The BCMA is best placed to define what branded content ‘is’ and what ‘it isn’t’ and measure the effectiveness through its investment in research and proprietary tools.
Content Monitor – a branded content evaluation system:
"We’re living in an age of accountability, and recent austerity has forced the pace. We’re also living in an age of media channel proliferation which has led to stiff competition for advertising revenue. Channels seeking consideration by potential advertisers will have to underpin their claimed contributions or they will perish. The BCMA’s initiative puts branded content firmly in the frame." - Bob Wootton, Director of Media & Advertising, ISBA
The BCMA is constantly striving to provide fresh research and insight into the field of branded content. With the recent launch of the Content Monitor, members are entitled to a significant discount on research projects and in-depth access to case studies. The Content Monitor system is an essential tool for media agencies, creative agencies, PR agencies, production companies and media owners for planning and evaluating branded content campaigns.
It gives marketers an in-depth insight into:
- How your branded content campaign is performing against key brand metrics, allowing you to determine the ROI
- Which elements of the campaign are performing the most strongly in meeting the campaign objectives
- What you could do differently to support the campaign more strongly to optimise its ROI
- The Content Monitor has been developed by the BCMA with our global research partner Ipsos MORI and is modular in its approach, making it suitable for all sizes of campaign.”
Download a copy of the BCMA Standard Chartered and BBC Case Study that used the Content Monitor tool to evaluate success. You can also read the Branded Content: Measuring Success article by the BCMA’s CEO Andrew Canter that discuss the research methodology behind the Content Monitor tool. The article was originally published in the Best of Branded Content Marketing: Volume I that forms part of our BOBCM content partnership.