What Is Earned Media Value (EMV)?
Earned Media Value (EMV) refers to the monetary value of exposure earned through organic means such as word-of-mouth, social shares, influencer mentions, or user-generated content, rather than paid advertising. EMV helps measure the effectiveness and success of a native ad campaign by evaluating the impact of organic, unpaid media.
How to Calculate Earned Media Value
EMV is typically calculated by assigning a monetary value to the exposure gained through earned media, based on what it would cost if you were to purchase the same exposure through paid media. Different platforms and channels may have varying methods of calculating EMV, but a basic formula for calculating EMV is:
EMV = Total Earned Media Impressions x Estimated Cost Per Thousand Impressions (CPM)
Examples of Earned Media Value Calculation
Example 1: If your brand gains 500,000 earned impressions on social media through user-generated content and the average CPM for social media ads is $5, the EMV would be 500,000 x ($5 / 1,000) = $2,500.
Example 2: A viral blog post mentioning your product garners 1,000,000 views, with an estimated CPM of $4. The EMV for that exposure would be 1,000,000 x ($4 / 1,000) = $4,000.
Key Points about Earned Media Value
Measure of Organic Impact: EMV quantifies the value of organic exposure that arises without direct advertising spend.
Brand Credibility: High EMV indicates that your brand is receiving positive, unpaid exposure, which can build trust and credibility with potential customers.
Native Ads' Effectiveness: Tracking EMV can help assess the long-term success of native advertising campaigns, especially when it generates organic engagement or word-of-mouth.
Paid vs. Earned Media: EMV is used to compare the effectiveness of earned media versus paid media and evaluate how well native ads contribute to overall brand visibility.
Best Practices to Increase Earned Media Value
Encourage User-Generated Content: Motivate your audience to create content related to your brand, such as reviews, social media posts, or videos, to drive organic exposure.
Leverage Influencers: Collaborate with influencers to promote your native ads in a way that feels organic and authentic to their followers.
Create Shareable Content: Produce content that resonates with your audience and encourages sharing, such as helpful blog posts, videos, or infographics.
Engage with Your Audience: Respond to comments, questions, and feedback to foster organic conversations around your brand, increasing the chances of earned media.
Considerations
Tracking and Attribution: It can be challenging to attribute EMV to specific native ad campaigns, especially if the exposure is indirect. Utilize tools like social listening or media tracking platforms to measure EMV more accurately.
Quality of Engagement: Not all earned media is equal. Focus on the quality of the engagement (e.g., genuine shares or reviews) rather than just the quantity of impressions.
Long-Term Impact: While paid ads deliver immediate results, earned media can have a longer-lasting impact, helping to build sustained brand awareness and customer loyalty over time.
