MediaVest today announced a proprietary POEM methodology for measuring interactions between Paid, Owned and Earned Media, the ripple effect these channels have on each other and on sales. MediaVest will use this methodology to guide planning of paid, owned and earned media and to amplify the return on clients’ marketing investments.
MediaVest’s POEM methodology uses modeling algorithms that map media ecosystems by simultaneously examining causal relationships between dozens of channel and environmental variables. It then identifies the combinations of channels and strategies that result in best branding and behavioral return on a client’s marketing objectives.
“Earned media has the power to exponentially increase the impact of paid and owned media. With this potential, understanding earned media’s effect is essential to assessing the full impact of any marketing program.” says Bill Tucker, CEO, MediaVest.”POEM provides us with a proven methodology for identifying the paid, owned, earned cause-and-effect, on the brand and campaign level, and the ability to apply this understanding to maximize media investment for our clients.”
POEM is the industry’s first tool for identifying what is truly earned media and quantifying paid media’s ripple impact on owned and earned as well as sales. POEM factors in that not all social activity for a brand is earned media; only activity that can be attributed to paid and owned media initiatives can be measured as earned. It also accounts for the socialization of media and social’s always-on nature and conversation staying power after a campaign ends.
Example of POEM Application
For example, for one brand, POEM identified that a 12% increase in print impressions resulted in 1% increase in Facebook pageviews. Further, it pinpointed that an 18% increase in Facebook views yielded an 8% increase in unique visitors to the brand site. These insights into the ripple effects of different media provided the advertiser with additional means to create a behavioral return, in this case build traffic to their brand site.