""There is lots of research to show how hard news from the likes of the New York Times shares, but we are interested in how more cerebral aesthetic content like art shares that reaches a very different audiences and spreads very differently across different networks," said Dazed's chief commercial officer Will Hayward, who is also a judge at The Drum's Online Media Awards."
""So far we have been keeping that information within the company and clients very closely, but that will one day become more public.""
""There is no one golden metric, it's not about saying aesthetic content storytelling shares at a higher rate than memes etc, it's about what happens to it when it is online - where and how the people involved are having that conversation - on which platform do these things share really well," claimed Hayward."
Dazed Media is measuring how 'cerebral' aesthetic content such as art propagates and why it gets shared across different networks. The company is partnering with adtech firm Sharethrough through a Story Lab deal to track performance and sharing patterns. Insights aim to demonstrate the commercial value of editorial-led storytelling to potential advertisers and to inform sponsored content strategies. Data has been kept internal to the company and clients so far, with plans to make some findings public in the future. The focus is on where and how conversations happen online rather than a single sharing metric, acknowledging platform differences and distribution trade-offs.
Read at The Drum
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