How Bloomberg is proving to advertisers it’s branded content works

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Bloomberg is partnering with third-party research agency DVJ Insights to supply clients with more metrics associated with brand-building campaigns, like brand association, perception and purchase intent. This is in addition to the usual ad metrics often associated with the display campaigns, like click-through rates, dwell times and page views.

For Bloomberg, revenue from content marketing has seen at least double-digit growth in the last year, rather than its media business, so it has deep pockets to fund these types of ventures.

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