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.

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

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.

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.

Survey 110

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. Learn how to measure and improve your marketing and PR campaigns.

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

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.

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. Advance legwork can improve the odds of achieving measurable impact.

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.

Why CEOs Should Invest in PR Attribution and PR Measurement

Onclusive

1 Paid search, display ads, social media, online video advertising and email marketing will grow to 46% of advertising budgets 2. PR’s effectiveness can then be measured with impactful business metrics , just like other aspects of the marketing mix.

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.

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 […]. Analysis Public Relations measurement

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.

5 Amazing Facts You Must Know About Facebook Advertising

Cision

B2B marketers, in particular, are missing a huge opportunity with social advertising to promote content. Facebook makes money by selling advertising. But the social advertising model looks nothing like the traditional shotgun approaches we are used to.

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.

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.

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.

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.

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.

Learn to Measure What Matters

The Proactive Report

September is AMEC’s Global Measurement Month with many events around the world focused on PR measurement. Advertising Equivalency Values, where you measure the value of your media coverage by calculating how much an equivalent advertisement would cost.)

Digital Advertising and Public Relations, Part 1: Introduction

Shift Communications

The way is paid media: digital advertising. Advertising and public relations share a common goal: more attention. Forward-thinking public relations professionals know that advertising and public relations together often generate greater impact than each channel separately.

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.

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. So where do you start measuring the value of your PR? Implement a PR measurement program immediately.

Get The Resources You Need to Measure PR Effectively

Cision

“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” Ninety-five percent of communicators say they measure their PR, including social media. Use the following PR measurement resources to get a true read on your efforts.

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). Let us introduce G-AVE (or, in layman terms, Google Advertising Equivalent Value). measurement measure-pr aves pr

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? But the problems with AVE (Advertising Value Equivalent) are obvious.

Communicators Feel Pressed to Measure the Impact of Their Work, Survey Finds

PRSay

” And when asked how public relations can increase its value inside an organization, 68 percent of survey respondents said the answer lies with “measurable results.” ” However, this survey revealed a difference of opinion on what qualifies as “measurable results.”

Are You Making PR Measurement Mistakes?

Cision

One-third of public relations professionals still aren’t measuring the value of their work. Over a quarter (27 percent) of AMEC members work with a majority of clients who request their campaigns be measured by advertising value equivalency (AVE).

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.

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.

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.

Infographic: How to measure social media success

PR Daily

To tie your online efforts to your organization’s profits and measure your return on investment, it’s essential to have a game plan in place. MDG Advertising. It shares: Set measurable goals for tracking your social media efforts.

Measurement Month: The Barcelona Principles

Mindful Marketing

As part of our support for AMEC’s Measurement Month , we’ll share again our thoughts on their importance. They recognize and encourage that goal setting and measurement are fundamental to success. Are the Principles Only About Measuring PR? By Seedepth.

Measurement Challenges: How to investigate new platforms

Media Bullseye

Advertising and marketing publications like AdWeek are also good. Measurement. When you don’t know how a platform will end up being used by your target audience, trying to determine how to measure it might be even more of a challenge.

Native Advertising: Should PR Shore Up the Defenses or Lead an Expeditionary Force?

Shift Communications

With a host of media, advertising and adtech companies on the roster, many of our teams at SHIFT are grappling with stories relating to how native advertising is impacting these industries. As readers, we became adept at recognizing advertising features and flipping the page.

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

Media Bullseye

They are also one of the largest spenders in advertising, paying as much as $7.2 billion on advertising last year alone. MRC has issued guidelines for measurement of both desktop and mobile viewable advertising, with the mobile version released in June of last year.

#measurePR Recap (November 2016): Measuring Engagement

Waxing UnLyrical

The November edition of #measurePR focused on measuring engagement. PESO measurement! On the most useless way of measuring engagement: A5: Measuring engagement by “shares” alone. measurepr A5 Measuring quantity of hits, impressions, views, etc.,

Selling PR Measurement to Skeptical Clients

Media Bullseye

You’ve attended PR measurement conferences, you’re a regular participant in the monthly #MeasurePR Twitter chat, and you’re the go-to office geek for Excel prowess. So what happens when you suggest implementing a more comprehensive measurement program to your clients and the response is “no”?

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. Now back in January, Facebook approached this from the user perspective, giving consumers the ability to control how they were advertised to and it’ll be interesting to see how this evolves and how the ICO views this. The post Tool of the Month: Facebook’s GDPR Guidance for Advertisers appeared first on Firefly Communications.

We Should Measure Content Marketing by Relationships

Sword and the Script

The paper traces the use of pageveiws for measurement to online advertising, where CPM, or cost per thousand pageviews, became standard for advertising fees. Likes have essentially “rendered” likes useless, as Facebook has become focused on social media advertising revenue.