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Earned Media Value & ROI

Our campaign reports include a figure called Earned Media Value. Earned Media Value, sometimes called Total Media Value, is a prevailing method for determining return on investment for marketing campaigns particularly for influencer and social marketing.

Our calculation of Earned Media Value represents what you would pay to get the pageviews, engagements, and content had you purchased them on the free market, rather than getting them organically through our influencers. For instance, you could get pageviews by sponsoring content on Outbrain, and you could get engagements by purchasing a Twitter promotion. You don't have to purchase pageviews or engagements when you work with Influencers, so Earned Media Value represents the money you save by working with our Platform. Market rates for content, pageviews, and engagements vary by vertical.

How are these figures calculated, and how should I interpret earned media value?

We start with industry averages and further scale by vertical based both on supply (there are fewer automotive influencers than fashion influencers) and, more strongly, advertiser value per vertical (automotive audiences are more valuable to advertisers than fashion audiences, per engagement). These figures are essentially industry averages scaled by supply/demand on a per-vertical basis.

All brands prioritize slightly different metrics and so our dashboard enables you to customize the parameters that the EMV is measured by. Select the three horizontal bar icon next to the download icon in the top right. When you click into "Customize EMV Parameters" a drop down menu of options will appear where you can increase and decrease the value of specific platforms. This data is illustrated in the first pie chart to the top left. Please avoid adjusting these EMV parameters frequently, we advise setting them at the very beginning and keeping them consistent throughout the campaign, because otherwise the data will be captured differently and line graphs over a time axes will be inconsistent.

Cost and Return over Time graph typically shows a healthy increase day by day and if you hover the cursor over points of the graph it will identify what date and the exact values that were recorded that day.

Finally, the "Return on Investment, by Influencer" section allows you to review the performance of each influencer all together and by tier. This could be an important space to review when considering who to include on future campaigns. Use the tabs at the top of this table to see ROI for influencers by tier, and you can also hover over any row to see additional metrics related to that influencer.