Earned Media Value (EMV) on different platforms: what you need to know in 2024

Today we are looking at Earned Media Value (EMV) on popular platforms. The Entyx.io team will help you understand this topic. There are different calculation methods, but we will take the most popular, relevant for 2024

What is media value? Earned Media Value (EMV) is a metric used in marketing to estimate the value of exposure or engagement a brand receives through media channels. This can include social media mentions, shares, likes, reviews, press coverage, word-of-mouth, and other forms of publicity.

EMV = impressions × CPM

For example, if you receive 2,000 impressions for an earned media campaign and your typical CPM is $10, your total EMV is 2,000 x $10, or $20,000.

Understanding the value of media across different platforms can help in making informed decisions about where to invest for advertising.

Video & Broadcast Services

YouTube is focused on uploaded videos and has a huge library of content. Twitch is focused on live streaming, mainly for gaming. Kick is also for live streaming but is newer and aims to compete with Twitch by offering better benefits for streamers.

Types of ad:

Clip: Short, exclusive clips are priced moderately.

Mention: Brief mentions are more affordable.

Transition: Ads during transitions between content have a lower cost.

Overlay: Visual overlays on videos are quite expensive due to high visibility.

Sequence: Ads that appear in a sequence are mid-range.

Bracket: Lower-priced ads that may appear during specific segments.

Sponsored Activation: Costs vary widely, offering a range of pricing options based on the sponsorship level.

Social Media

Social media platforms like Instagram, Facebook, X (Twitter), and TikTok also have unique advertising dynamics.

X (Twitter):

1. Exclusive ads, with direct sponsor mentions, are more costly than Exposure ads, where the sponsor’s product appears without direct mention.
2. Costs per engagement (like, share, comment) vary, with shares being moderately priced and comments costing more due to higher engagement levels.

TikTok:

1. Exclusive content is priced higher than exposure ads.
2. Engagement costs are lower for likes but increase for shares and comments, reflecting the deeper engagement users have with these actions.

Instagram:

1. Exclusive content is again pricier than exposure ads.
2. Instagram has high engagement costs, especially for comments, showing the platform’s strong user interaction.

Facebook:

1. Offers the most affordable options for both exclusive and exposure ads.
2. Engagement costs are also lower, making it a cost-effective platform for advertising with broad reach.

Main points

• Video/Broadcast Services: YouTube, Twitch, and Kick have various ad types with a wide range of costs. Overlays are the most expensive due to high visibility. YouTube, Twitch and Kick offering competitive pricing and unique ad engagement types.
• Social Media: Each platform has different costs for exclusive vs. exposure ads. Instagram has the highest engagement costs, reflecting its strong user base interaction. X (Twitter) and TikTok follow, with variable costs based on the type of engagement. Facebook offers the most affordable advertising options, making it suitable for wide-reaching campaigns.

In conclusion, understanding Earned Media Value (EMV) is crucial for planning effective marketing strategies in 2024. By knowing the different costs and engagement levels across various platforms, you can make better decisions on where to invest your advertising budget. Use the Entyx.io AI marketing platform to make your advertising campaigns easier and more effective.

Learn more about AI Marketing Platform: Entyx.io