Measuring Return on Investment in Transmedia

It’s becoming increasingly common to create free content or experiences  to publicize the release of a paid product. For example, a comic book give-away or web video series as a prequel to a AAA game or an ARG (alternative reality game) for a movie.
There are those who wonder if this free content is only for the benefit of existing consumers/fans who would buy the paid content in any case… and hence the question arises “why bother”?
The presentation below explains why free content & experiences make good business sense and how it can be cost-justified (a) if the goals are known [increased awareness, increased advocacy, increased revenue, improved insights] and (b) there is a content strategy to support the goals.