Latest Findings Show Continued Rise in Earned Media Value (EMV) by Industry’s Most Active Influencer Marketers
SAN FRANCISCO, CALIF. — Aug 11, 2015 — RhythmOne (“1R”), a media technology company that connects audiences with brands through premium content across devices, announced results from its latest Influencer Marketing Benchmarks Report, covering the first half (1H) of 2015. The “1H 2015 Influencer Marketing Benchmarks Report” offers a top-level analysis of 1R’s Influencer Marketing programs as well as industry-specific benchmarks and provides key insights in the areas of execution, Earned Media Value, social media amplification, consumer engagement, and more. During 1H 2015 (January through June), 1R’s branded content programs spanned 10 advertiser categories and employed 217 influencers.
A Closer Look at Earned Media Value
One significant measure within this study is the examination of Earned Media Value (EMV)—a media value attributed to publicity, social sharing and endorsement. It is considered an effective measure of an advertising campaign’s success when reaching outside of its paid placements and a means of determining “amplification effect” of Influencer Marketing programs.
On average, 1R advertisers received $9.60 in EMV for every $1.00 spent on 1R Influencer Marketing programs in 1H 2015. This represents an increase of 1.4x over the company’s full-year 2014 average EMV of $6.85. In addition:
- On average, 1R’s 1H 2015 Influencer Marketing programs delivered a social engagement rate (i.e., total reader engagements divided by total social exposure) of 3.49%.
- Instagram was the best performing social media channel for Social Amplification; it delivered a Social Amplification Rate of 1.75%.
- Similar to the finding in the company’s full-year 2014 Influencer Marketing Benchmarks Report, the CPG Food category received the greatest EMV ($14.29) for 1H 2015 Influencer Marketing programs.
- Inclusion of a sweepstakes or giveaway drove higher EMV and higher social engagement rates.
The company’s 1H 2015 findings reinforced themes that emerged in 1R’s inaugural 2014 report—as certain verticals build upon their early successes with this type of marketing and their methodologies continue to mature.
“Influencer Marketing programs deployed by CPG food advertisers once again performed so well because these brands understand the value of campaign focus, and quality content execution, when addressing their audience targets,” said Katie Paulsen, Senior Director of Brand Sales, RhythmOne.
For more information and to download the full “1H 2015 Influencer Marketing Benchmarks Report,” visit: http://www.rhythmone.com/blog/2015/08/03/2015-influencer-marketing-resources.
RhythmOne is an advertising technology company that connects audiences with brands through premium content across devices, at scale. We work with advertisers, publishers and content providers to offer fully integrated, cross-screen advertising solutions, spanning desktop and mobile video, rich media, display, social and native formats. Leading with mobile and video, RhythmOne offers advertisers a significant supply footprint through both owned and operated web properties and a network of quality partners. RhythmGuard is our proprietary filtering technology that screens and qualifies inventory pre-campaign, eliminating suspicious or fraudulent traffic before it reaches the advertiser. Powered by RhythmGuard, our next-generation audience targeting platform lets us provide a range of premium and RTB media buying solutions—all within a brand safe environment. The sum of these capabilities ensures advertisers maximize their ROI, with transparent measurement around campaign effectiveness and attribution. RhythmOne’s long-term vision is to provide the industry’s most accountable marketplace for online advertising.
The Company is headquartered in San Francisco, California with offices worldwide. For more information please visit www.rhythmone.com.