Podcast measurement essentials

PR Daily

As the evolution of podcasts has occurred, advertisers have taken notice. Historically, radio has been a tried and true channel for advertisers, so it’s natural that brands would venture into podcasts as they becomes a larger slice of the audio pie.

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? While most advertising systems offer built-in reporting, do we truly have a clear view of what’s working and what’s not? Let’s look at how to measure more thoughtfully. Measurement Pre-Requisites.

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4 changes in advertising that communicators should know

PR Daily

The reality of these seemingly endless changes extends even to some of our largest advertising accounts. Here are four major trends that are changing advertising as the world deals with change and new norms: 1.

7 ways to measure the success of a PR campaign

Agility PR Solutions

Mainly because unlike other forms of promoting your brands like online advertising, PR efforts have no specific analytic metric that can be used to measure their success. The post 7 ways to measure the success of a PR campaign appeared first on Agility PR Solutions.

Covid-19 Recession Places Renewed Emphasis on PR Measurement & Evaluation

Glean.info Blog

Economic damage caused by the Covid-19 pandemic increases the importance of PR measurement and evaluation. Signs of Improving PR Measurement. The survey indicates growing appreciation of PR measurement. Yet relatively few PR pros say measurement is one of their common activities.

How to reimagine your measurement toolkit for the ‘next normal’

PR Daily

In order to prove your value as a communicator in the future, your measurement will have to be more sophisticated and take advantage of these emerging tools. We know that professional communicators are far more than just flacks for bad people or cheap alternatives to advertising.

3 approaches to marketing measurement

PR Daily

The good news: Marketers can transform every customer connection into an opportunity for growth by updating measurement strategies, says Karen Sauder, vice president of sales at Google. Sauder offers three recommendations for improving marketing measurement. Many marketers wait for a “perfect” measurement solution that doesn’t exist. Instead, improve measurement with proxy metrics such as store visits or small steps toward major conversions, known as micro-conversions.

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 four advertising strategies to drive attention, awareness, trust, and behavior are syndication, brand building, direct response, and retargeting. The first and most common use of advertising is to capture attention. The second use of advertising is a method called retargeting.

The Funnel Approach to PR Measurement

Onclusive

For years, the PR industry has struggled with how to effectively measure PR in any sort of standardized manner. Unlike advertising where a few key metrics clearly define success, PR’s complex, relationship-based structure makes identifying metrics for widespread adoption far more challenging. Because “you can’t manage what you can’t measure,” metrics are crucial to PR […]. Industry Insights & Trends marketing funnel PR measurement PR metrics

Instagram Takes Steps to Crack Down on “Hidden Advertising”

Glean.info Blog

Instagram, or specifically Facebook Ireland Ltd, which operates Instagram in the UK, agreed to do more to prevent “hidden advertising.” Bottom Line : Instagram is strengthening its oversight to make sure influencers properly disclose when posts are paid advertisements.

Getting more specific with your PR measurement

PR Daily

Others say you should measure impressions and unique visitors—but some argue that those metrics are just a starting point. If the Barcelona Principles say we should be measuring outputs and outcomes instead of inputs, what are those outputs? Chad Latz, chief innovation officer and global president of digital for Burson Cohn & Wolfe, says the new tools available for measuring campaigns change everything. So, what should you measure?

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. Advertisers must produce effective digital campaigns that can cut through the noise in a crowded industry. Enter native advertising, which is expected to reach. $21 To achieve native advertising success, look at the early triumphs of a few familiar brands: General Mills.

Control And The Marketing Ventriloquist: How To Improve Your PR And Advertising Performance Simultaneously

Onclusive

In my previous article on marketing ventriloquism , I made the case for marketers talking through voices other than their own and explained that most marketers tend to rely on advertising because of a need for perceived control. Content marketing is a positive step toward truly effective marketing communications in that it starts to drift away from advertising toward useful information provision, which is what your audience wants.

PR Measurement: How is Communications Proving Value?

Sword and the Script

A study shows PR and communications can improve measurement with a little more effort; here’s a look at the metrics most commonly cited Measurement and proving value is the top challenge facing PR and communications , according to the 3 rd annual JOTW Communications Survey for 2020. On one hand, 86% of respondents measure at least “sometimes” and almost half (48%) measure “often” or “always.” One challenge with measurement is that everything doesn’t fit in a box.

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. Although many companies retain a PR firm to increase awareness, which at its most basic can be measured by volume and tone of coverage, PR can do so much more. Advance legwork can improve the odds of achieving measurable impact.

Today’s Most Important PR Skills – and Needed New Expertise

Glean.info Blog

The lines between PR, marketing and advertising have been blurring. PR people often amplify earned media wins and owned media posts with social media and search engine advertising. Native advertising, designed to mimic editorial content in appearance and tone, has become widespread.

Everything is Measurable in PR

Shift Communications

Virtually everything in marketing, advertising, and PR is measurable. The statement, more accurately worded, is that not everything is worth measuring. It’s not worth measuring – but that doesn’t mean it can’t be measured. When people say that PR can’t be measured, what they’re really saying is that a measurement strategy wasn’t built into the plan. How much should you budget and plan for measurement?

How to Measure Your Work With Instagram Influencers

The Resolution Blog

Measure, measure, measure. While we were there, he also gave us some great tips on how to measure your Instagram campaigns: Finding the Right Influencer First things first, you have to know who your audience is and where they hang out. Then you can measure the engagement rates?—?both He adds that each time fraud comes to light in one way or another, we push through it and towards more authentic forms of measurement and more impactful metrics.

Campaign Recap: Advertising Week 2018

5W PR

Celebrating 15 years of bringing together the who’s who of the advertising and media ecosystem from all over the globe, this year’s Advertising Week boasted 4 bustling floors of activity over 4 days at the AMC Loews Theatre in New York. It is at Ad Week that leading brand founders, high profile CEO’s and digital marketers come together to discuss the key strategies that are going to move the needle to make advertising more impactful for consumers (1,216 speakers in just four days!)

Survey: Measurement, storytelling cited as top weaknesses

PR Daily

A wide range of communicators—from public relations pros to human resources specialists—perceive measurement as their major Achilles’ heel. A Ragan survey of 576 communication professionals reveals that most place measurement at or near the top of their weaknesses. A majority of internal communicators, PR professionals, social media specialists and human resources communicators placed “Measuring the impact of your role” at the top. Measuring the impact of your role: 50%.

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”). The stats: When measured against paid posts created by third-party advertisers, the studio-produced content was found to generate 361 percent more unique visitors and 526 percent more time spent with the post. This level of native advertising is different, though.

Facebook admits to inflating advertisers’ video views

PR Daily

Facebook assured advertisers that they weren’t overcharged. We also renamed the metric to make it clearer what we measure. Of note here is that even though Facebook self-reported the discrepancy weeks ago on its Advertiser Help Center, reporters only picked it up recently. Did the inaccurate metric help sway some advertisers to spend on Facebook instead of Twitter or YouTube? Consumers might not be watching your organization’s videos as much as you thought they were.

Your 5-Step Plan to Modern PR Measurement

Cision

For a while, advertising value equivalency (AVE) was a must-have PR metric. Today, PR professionals and practitioners believe measurement should provide concrete data on how well you can engage with influencers on social media, communicate stories to reporters and more. Align your brand’s PR strategy with long-term business objectives by following this five-step plan for modern PR measurement. Get even more PR measurement tips? It starts by measuring a single campaign.

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. Many public relations professionals continue to measure media exposure based on what the equivalent costs in advertising would be. How Mature Is Your Earned Media Measurement Strategy?

Bringing PR Measurement Into the Digital Era

Cision

Read on to learn more about how PR can bring measurement into the digital era. At Origami Logic , we recently conducted a survey of marketers with Brand Innovators and the results showed that companies innovative in the area of marketing performance measurement are striving to get a cross-channel perspective of campaign performance. They look at results across channels, such as PR, social, web, display advertising, search, etc. The Benefits of PR Measurement Across Channels.

How to Set Up a B2B Facebook Advertising Campaign

The Hoffman Agency

As you can imagine, these clients prefer to keep the details such campaigns private, but I’ve secured permission from our leadership team to pull back the curtain and delve into the nitty gritty behind one of Hoffman’s own recent B2B Facebook advertising campaigns.

AVE Alternatives: Part 1 Measuring the Value of Coverage With G-AVE

The Resolution Blog

Back in the day, we relied on AVE to compare how much our placements were worth against other activity (hence why it’s called advertising value equivalent). But, despite it being a big no-no, it has been a struggle to shake it off completely simply because we haven’t found another way to measure the monetary value of coverage. Let us introduce G-AVE (or, in layman terms, Google Advertising Equivalent Value). measurement measure-pr aves pr

Measuring Results Across the Customer Journey

The Proactive Report

Measuring awareness. Measuring interest. Measuring conversion. Word of mouth is still the best advertising and social media has become the ultimate word of mouth vehicle. Measuring advocacy. The Google Analytics PR Measurement Dashboard is an excellent tool for measuring effectiveness across the entire customer journey. Learn how to measure and improve your marketing and PR campaigns.

20 PR Measurements Beyond Impressions & AVEs for Sales Value

Cision

As public relations professionals, we know that PR measurement is essential to the success of our campaigns, budgets and client relationships. We attend webinars, dabble with Google Analytics and follow the latest blogs to learn how to move from traditional to relevant measurement. If you still secretly dread questions about how to measure PR or if you feel in over your head at times, don’t lose hope. PR measurement is not only a science — it’s an art.

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”). The stats: * When measured against Paid Posts created by third-party advertisers, T Brand Studio-produced content was found to generate 361 percent more unique visitors and 526 percent more time spent with the post. We’ve seen differing stats on the “effectiveness” of native advertising.

Still using AVEs? Then you’re measuring PR campaign results wrong

Agility PR Solutions

You’re probably measuring the results of your PR campaign wrong. Many of us are still using advertising’s old impression-based metrics and advertising equivalencies to show the value of media relations rather than dive into the […]. Then you’re measuring PR campaign results wrong appeared first on Agility PR Solutions. Analysis Public Relations measurementIt’s OK, most of us are, my team included.

5 Amazing Facts You Must Know About Facebook Advertising

Cision

According to the 2016 Content Marketing Benchmark Report by the Content Marketing Institute, the top three paid advertising methods used by B2B marketers to promote/distribute content are: Search Engine Marketing (66 percent); Print or Other Offline Promotion (57 percent); Traditional Online Banner Ads (55 percent). B2B marketers, in particular, are missing a huge opportunity with social advertising to promote content. Facebook makes money by selling advertising.

Why coverage measurement metrics count

The Resolution Blog

Go to any publisher advertising rate card and you’ll find the unique user figure rarely changes so is this a true representation of who viewed our coverage? When we created coveragebook.com, our aim was to try and gain the most accurate impact measurement as possible for online PR coverage so we felt; Views. Link count within PR coverage is another key element to measurement. The ‘unique user’ metric is fast becoming the AVE of the online PR world.

How To Measure PR Outcomes: A Practical Guide

ImPRessions - Crenshaw Communications

That was how we measured the PR team’s performance – by counting the publicity clips our work generated. And how to measure the other activities that a PR group delivers? The absence of a standard formula for measuring PR success remains our holy-grail challenge as an industry. The ad equivalent formula was popular with marketers because it translated PR output into something familiar – advertising! So, how should we measure PR outcomes?

3 steps to choosing between native advertising and content marketing

PR Daily

A fight is brewing in the world of marketing when it comes to brand budget dollars: How do you choose between native advertising and content marketing? Define a goal and how you will measure success. Determine what you want to measure and you will have a clearer picture of what success looks like for any campaign you launch. Native advertising is placed on a third-party website, so make sure you know what targeting and metrics the site can provide before launching a campaign.

How to Best Measure Your PR Success

Shift Communications

PR teams have long deplored the challenges of how to best measure your PR success and effectively report program results. Yes, it can be difficult to understand how to justify your team’s hard work to management, or to measure PR’s contribution to the bottom line. With a variety of measurement categories available, it can be challenging to select the right mix. But, don’t forget about measuring the quality of coverage. How does one measure the quality of coverage?

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. Downloads is one of the few numbers podcasters keep tabs on, but it shouldn’t be the end-all be-all of your measurement strategy. Best Practices Featured content marketing measurement podcast

Pinterest seeks to woo advertisers and international users as IPO looms

PR Daily

The Verge reported : Pinterest, which launched in 2010, primarily makes money by attracting advertisers to its platform, where users create boards in which they self-identify their interests and through which advertisers can try and sell them products. RELATED: Struggling to measure the success of your comms programs? The company’s revenue, which came from advertising, totaled $756 million last year, up 60 percent from a year earlier.

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. This article tackles the three most popular platforms for online advertising, and whether they are worth it for small businesses to invest in. Regarding Google’s paid advertising : · Google has tracked 4 billion store visits from ad clicks.

Free Tip Sheet! 6 Steps to Modern PR Measurement

Cision

Advertising value equivalency once was the gold standard in showing the impact of media impressions, but it has since been surpassed by more concrete and accurate metrics. The industry has made major leaps in PR measurement, allowing you to show the C-Suite (or clients) your PR efforts’ bottom line impact. So where do you start measuring the value of your PR? Implement a PR measurement program immediately. Get started with your PR measurement today.