Eva van Reijmersdal kindly participated in JOBCM academic and industry collaboration co-faciliated by BOBCM’s curator Justin Kirby. She is Assistant professor of commercial communication in the Amsterdam School of Communications Research, ASCoR, at the University of Amsterdam. She investigates effects of mixtures of advertising and editorial content (e.g. brand placement, advertorials, advergames, native advertising, etc.) on children and adults. Her work has been recognized with awards from the Dutch School of Communications Research (NESCoR), the International Communication Association (ICA), and the European Advertising Academy (EAA). Van Reijmersdal is Associate Editor of the International Journal of Advertising.
Why do you think a Journal of Branded Content Marketing is relevant?
Although branded content marketing has been around for quite some time, it‘s popularity is increasing exponentially. Advertisers keep looking for new ways to reach and persuade consumers and branded content is a popular option for all media outlets: ranging from traditional radio and movie placements to sponsored tweets and instagram posts. To understand the impact of these advertising formats on society, audiences, business models, etc. a journal like the Journal of Branded Content Marketing is imperative. It can function as the authority on branded content marketing and provide relevant and high quality insights to both academia and practice.
What are you expecting to get out of it?
I hope the journal will be a highly valued, high quality outlet for research on branded content marketing: A channel to reach those of us who are interesting in branded content and work in academia or practice.
Why is it important in this area to have more exchange and collaboration between academics and practitioners?
We can learn so much from each other. Both parties have specialised knowledge that can help to advance the field.
Why is a conceptualisation of BCM necessary?
To know what we are talking about, but also to detect the defining characteristics of the phenomenon. Insights into these characteristics can help in generating insights into the effectiveness of branded content.
How do you think academics can help practitioners in general, and what areas do you think they could specifically help them with?
Effective measurement, insights into why certain effects or processes occur.
What are the challenges you face or lessons you have learned when working with practitioners on research projects?
We have different time frames, different needs for explanations and for insights into “why” questions.