My view: sponsored content definitely can work as part of a broader campaign but you have to be smart about it.
Just because a consumer clicks on a piece of branded content, they don’t necessarily read it, says Chartbeat CEO Tony Haile. For most marketers, their early forays into sponsored content have largely been designed to test and to learn. Part of that process is figuring out what metrics are important to their individual campaigns, and ultimately to their business. There’s no “one size fits all” solution, marketers and publishers say.