It's not only the measurement that is hard to quantify, but the level of investment needed to bring branded content to fruition. You need not only a worthwhile concept and meticulous planning; budgeting and finding the correct partners for the venture, and this is even before you've filmed anything. Most marketeers seem a little scared of adapting to new ideas that haven't been fulled tested yet, however those that have experienced branded content and find it worthwhile, will come back for more.
