By Garry Checki, Media Relations Assistant
Advertising value, the amount a client would have paid in ads to get equivalent coverage, has traditionally been a pillar of quantitative media measurement. But recently more and more conversations between PR agencies and clients focus on reexamining the real value behind ad value.
Advertising value can no longer be the lone statistic to tell a client the whole story behind results.
Comparing online news coverage with more traditional forms of media, online advertising value remains less valuable than that of print, television and radio. While online advertising value may be low, online audience exposure is high. Online news is searchable/findable on a 24/7 basis, yet is not time specific, and contains hyperlinks that send the audience to a client’s website. Taking an audience directly to a client is a unique benefit to online coverage and creates results for a client that go far beyond reporting advertising value.
When reporting results to a client, a large advertising value looks great at first glance. However, if this ad value is a result of coverage in markets that do not turn readers into customers, a client is actually not achieving real value from their campaign. For example, print coverage has traditionally generated the highest advertising value per story, but if this large advertising value is the result of print coverage in California and the client is located in Florida, the dollars and cents do not add up to results that make sense to a client. Focusing instead on regional and local print coverage will turn advertising value dollars into real dollars for a client.
A low advertising value does not always mean low results and a high advertising value does not always mean high results.
Advertising value will continue to matter to clients and PR agencies, but what matters more to PR agencies and media measurement pros is being able to provide clients with a deeper analysis of the dollar signs and decimals in order to report real value.
MediaSource is a content-focused public relations firm that specializes in brand journalism tactics. From news media coverage to consumer video tactics, MediaSource partners with the nation’s top hospitals and corporations to get their message to targeted audiences. MediaSource is best known for delivering brand buzz by amplifying messages across both earned media and company-owned media channels.