Digital Advertising and Public Relations, Part 5: Advertising Measurement

Shift Communications

In this series, we’ll examine the tools, techniques, and strategies of paid advertising as they apply to public relations work. Advertising Measurement. In this final part in our series, how do we measure our advertising? Measurement Pre-Requisites.

3 approaches to marketing measurement

PR Daily

As competition swells and consumers are inundated with more marketing content, more channels and more choices, marketers face growing pressure to prove that their campaigns are making an impact. Sauder offers three recommendations for improving marketing measurement.

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Digital Advertising and Public Relations, Part 3: Advertising Strategies

Shift Communications

In this series, we’ll examine the tools, techniques, and strategies of paid advertising as they apply to public relations work. Advertising Strategies. The first and most common use of advertising is to capture attention. Advertising Marketing Public Relations

What is ‘true native’ advertising?

PR Daily

Although many PR pros think native advertising is new, it’s actually one of the oldest forms of paid advertising. In today’s marketing climate, consumers own 3.64 Advertisers must produce effective digital campaigns that can cut through the noise in a crowded industry.

Google’s Mother’s Day salute, Souplantation permanently closes, and only 4% of consumers demand a halt in advertising

PR Daily

Google’s efforts are an example of the virtual offerings and messages many brand managers shared for Mother’s Day, as many consumers celebrated while also sheltering in place. MEASURED THOUGHTS.

Make PR Measurement A Priority

ImPRessions - Crenshaw Communications

New technologies are helping make the measurement of public relations results easier, less time-consuming and more meaningful. More PR agencies today are designating a measurement guru on its team to own analytics. Identify the “core measures.”

Is native advertising a threat to PR?

PR Daily

I read some pretty surprising stats recently in a Content Strategist post which outlined the success The New York Times '' brand studio is having with custom advertising content (referred to as “paid posts”). We’ve seen differing stats on the “effectiveness” of native advertising.

Facebook admits to inflating advertisers’ video views

PR Daily

Consumers might not be watching your organization’s videos as much as you thought they were. Facebook assured advertisers that they weren’t overcharged. We also renamed the metric to make it clearer what we measure.

Why We Need a New Way to Measure Earned Media

Cision

While those of us in marketing or PR are quick to applaud technologies that allow us to do more, reach more, or earn more, we don’t seem to have the same attitude about updating our measurement tools and processes. Take Advertising Value Equivalency (AVE), for example.

Bringing PR Measurement Into the Digital Era

Cision

Read on to learn more about how PR can bring measurement into the digital era. They look at results across channels, such as PR, social, web, display advertising, search, etc. The Benefits of PR Measurement Across Channels. Bringing PR Measurement Together.

Will native advertising eventually be PR’s demise?

Communications Conversations

The post outlined the success the New York Times brand studio (T Brand Studio) is having with their custom advertising content (referred to as “paid posts”). We’ve seen differing stats on the “effectiveness” of native advertising.

Direct to Consumer Public Relations Guide: How to Market Directly to Consumers with PR

5W PR

According to a recent study by IAB, named the rise of the brand economy in the 21 st century, the future of retail will be painted by direct to consumer relationships. The biggest problem is that many companies don’t know how to get started with direct to consumer PR.

Pinterest seeks to woo advertisers and international users as IPO looms

PR Daily

Pinterest is aiming attract future stockholders by convincing marketing partners it can help them pin big profits with consumers. RELATED: Struggling to measure the success of your comms programs?

4 Ways to Measure Podcasting Success

Cision

Currently, brands like Acura, GE, Delta Airlines, Lexus and Prudential have shown confidence in the platform by purchasing advertising, but to keep its advertisers Slate will have to show the true performance of its podcasts.

A guide to successfully investing in paid advertising

PR Daily

Paid advertising can be a great way to guide more traffic to your site and increase business, however it can be an expensive endeavor if you don’t really know what you are doing. Regarding Google’s paid advertising : · Google has tracked 4 billion store visits from ad clicks.

Measuring Public Relations

5W PR

Although its harder to measure the efficacy of PR efforts than it is to measure the same statistics for say, advertising, there are many ways to measure the reach and success of a PR message. How to Talk about your Measurement Data.

4 ways Tom’s drives consumer success and sales on social media

PR Daily

The company’s online success is in part due to the careful way they’ve used a mixture of compelling content and paid social media ads to deliver their messages to targeted consumers at a time when social media algorithms can easily bury branded posts. Put consumers first.

Transparency and accountability in digital advertising: can P&G make it happen?

Media Bullseye

Procter & Gamble is one of the world’s largest consumer goods companies, making products with household names such as Tide, Crest, Febreze, and more. They are also one of the largest spenders in advertising, paying as much as $7.2 billion on advertising last year alone.

How native content helps consumers 50 and older make purchasing choices

PR Daily

For communicators looking to reach the millions of consumers in this powerful demographic, native ads offer a helpful advantage. You’re probably focusing on native advertising a lot these days—and wondering if you’re getting your money’s worth. Align your goals with consumer needs.

Study: Consumers favor magazine ads over video

PR Daily

Despite that, when it comes to consumer packaged goods, a decade’s worth of data show that magazine ads are providing brand managers’ their biggest “return on ad spending.” Consumers pay attention to brand characteristics. Don’t underestimate TV advertising.

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4 ways to measure brand journalism results

PR Daily

For decades, impressions and advertising value were the staples of PR measurement. This is the single mandate: Put your goals and measurement techniques in place before starting your campaign. Traditional PR measurement.

How effectively do you measure reach?

PR Daily

Whether you’re a PR pro from Lubbock or Ljubljana, Bethesda or Bucharest, one question always comes up: How do you measure reach? Back when the only magazines we could subscribe to were delivered to physical mailboxes, publishers could tell advertisers how many subscribers received each issue.

Smarter Ways to Measure Authoritative Content

Waxing UnLyrical

If you’ve bought into that, then how do you find smarter ways to measure authoritative content? So when the nature of authoritative content is changing so dramatically, how you measure the success of your content has to change as well.

Three Signs You Should Invest in Measurement Tools

Shift Communications

We talk a lot about measuring PR on this blog and as a reader, you know that not all PR tactics directly impact the bottom line. Here are a few of those questions you’re likely to hear if you don’t have a measurement plan: “What is the real impact of a media hit?”.

Context in Marketing Campaigns, Mediums and Measurements [UML]

Sword and the Script

Some 30% of respondents say when they see a brand being advertised alongside offensive material, they believe the advertiser is somehow endorsing that material; 20% do not see it as an endorsement, 33% say the brand may or may not be endorsing the material, and 16% have no opinion.”.

Smart Measurement For Creative People

Waxing UnLyrical

While you may be enamored with a wonderful strategy, if you can’t measure its impact, you can’t justify using it. Set a clear, measurable goal. Determine how you will measure the goal – what defines success? Smart Measurement For Creative People is a post from: Waxing UnLyrical.

5 Categories of PR Metrics Pros Should Measure

Sword and the Script

There’s an old saying in advertising that half of the budget is wasted, but marketers don’t know which half. The demand for measuring effectiveness in marketing is on the rise too, according to an eMarketer report titled, Execs to Marketers: Show Me the Metrics. PR PR Measurement

Social media platforms take steps to assist measurement

Media Bullseye

We talked about a range of topics, but two of the segments we covered stood out for me, as they were about the use of measurement tools on two social platforms. Management loves to measure PR in general and social media in particular. Measurement

Measurement: Why Business As Usual Just Doesn’t Cut It

Waxing UnLyrical

If you can’t measure it, you can’t manage it.” ~ Peter Drucker. But I am smart enough to realize that a company’s marketing, advertising and public relations efforts—my efforts—have a direct and attributable effect to the bottom line of my company. I measure. Measure?

How marketers can connect with mobile-focused consumers

PR Daily

Google reports that in order to meet this growing trend, marketers should account for new conversion types and think about measurement in a way that connects with consumers using various screens and channels. Mobile marketing comes into play most when consumers take action.

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PR Measurement: How to Track Inbound Traffic from a Press Release

Business Wire

Create extensions for blog posts, social updates, advertising and other marketing collateral to keep your program’s activities separated. Also, some consumers still enjoy typing a company name into the search bar vs. clicking a link.

Tool of the Month: Facebook’s GDPR Guidance for Advertisers

PR in High Definition

Facebook (and many of the social networks) have already been putting greater transparency measures in place in the recent waves of scrutiny and interest. For example, Facebook discussed openly how it deals with abuse and radicalisation , and Canada allowed consumers to see what ads a company is running at any one time. you’re 18-21 and list ‘music’ as an interest, so Facebook will serve you music-based ads) but it does rather put the onus for consent back on the advertiser.

How Cision® Impact Measures Earned Media

Beyond PR

The measurement of earned media needs a change. While earned media is more influential than paid, because of the lack of measurement, paid media often receives the lion’s share of the marketing budget. Why is Earned Media so Difficult to Measure? .

Kroger joins push for tougher gun laws, consumers readily change brands, and WeWork’s founder walks back trademark sale

PR Daily

MEASURED THOUGHTS. Consumer disloyalty is the new normal. It reported : New Nielsen findings demonstrate that just 8% of consumers consider themselves to be firmly committed loyalists. Pinterest seeks to woo advertisers and international users as IPO looms.

The Wildfire way of measurement in PR

Wildfire

So, forgive me in this blog post if I talk about the logical aspect of PR, rather than the creative, and use this as a chance to talk about measurement. PR has a reputation of being beastly to measure. Measurement by output — pretty useless for the most part.

Why one size does not fit all in PR measurement

PR Daily

For many industries, services can be measured and return on investment can be easily quantified. PR measurement has become a point of contention even to those within our industry. What is frustrating is that they stop short of offering a new solution, or they offer intensive measurement processes that completely bypasses that time spent on measurement means time away from pursuing PR opportunities. Public Relations is a service.

The Kick-Butt Index: PR Measurement in the Digital Age

Polaris

And thanks to PR measurement expert Katie Delahaye Paine , we have a tool called the Kick-Butt Index (KBI) that allows us to measure PR in a way that’s relevant for clients. The public relations measurement challenge. The state of public relations measurement today.

Online ads have ‘oversaturated’ consumers, Gucci’s straitjackets meet backlash, and Yahoo unveils a new logo

PR Daily

Good morning, PR pros: During Advertising Week New York , Hearst’s former chief content officer, Joanna Coles, bluntly told attendees that advertisers were to blame for consumers’ aversion to ads. MEASURED THOUGHTS.

Why We Need a New Way to Measure Earned Media

Beyond PR

While those of us in marketing or PR are quick to applaud technologies that allow us to do more, reach more, or earn more, we don’t seem to have the same attitude about updating our measurement tools and processes. Take Advertising Value Equivalency (AVE), for example.

TrendKite Reveals PR Attribution: Measure Traffic from Articles Without Links

TrendKite

Today, we're taking PR measurement to a new level with PR Attribution. TrendKite’s new PR Attribution feature is helping us determine key content and publications that are driving traffic to our front door – our company website, helping us improve on how we welcome our guests and invite them to stay for a while." -- Sarah Dull, Reputation Manager, This is a tremendous leap forward for PR measurement, helping PR get closer to that elusive ROI calculation.