Team Sky is starting to put a commercial value on those potential fans engaging with sponsored content outside its own earned media channels. The attention reflects
advertisers’ acceptance that sharing on the likes of Facebook and Twitter is just the tip of the social media iceberg. While it is getting easier to monetise core fans on the big networks,
marketers are beginning to ask how they can measure that latent interest in their content where the majority of traffic is coming from untraceable channels instead of from earned media.
Read the whole story at Marketing Week »
