Dentsu Story Lab


As consumers are not taking a shine to traditional advertising and avenues of brands to grab attention are narrowing down, content marketing is gradually evolving as a deliverable medium. But because of lack of measurability, a lot of brands are not going full throttle on it. Ending the marketers' confusion, compiles a list of tools that can be used to measure effectiveness of content marketing

By Akansha Mihir Mota | December 18, 2018

In an interview with, the Country Head of Dentsu Story Lab says branded content will transcend from branded videos and sponsorships to brand-owned intellectual properties with a longer shelf value. He feels that measuring the success of content based on views is not the right yardstick

By Akansha Mihir Mota | December 04, 2018
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