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What is the most accurate method of calculating AVE (Advertising Value Equivalency), for PR campaigns that get placement within the online/blog space?

  • PR firms have traditionally used AVEs (http://www.marketing-metrics-made-simple.com/advertising-value-equivalency.html) to measure the value of offline PR placements, where a calculation based on ad cost and viewers of the placement results in the media value. This is obviously flawed, and in the online/blog space, is even more flawed and more difficult to do. There is however, value in these placements. But what is the most accurate methodology for calculating the AVE for a PR placement within the online/blog space, so that it can be more or less universally applied across any PR-driven coverage, that ends up on any type of blog or website (excluding Twitter/Facebook specific placements)?

  • Answer:

    Access a random number generator. Or throw darts at a dartboard. Or ask your four-year old to pick a number between 1 and a gazillion. Take whatever number your chosen methodology produces, multiply it by the square of your client's gullibility and apply the outcome to the ad cost of your placement. That will give you as useful a measurement as anything else that fails to recognise that ad value has absolutely nothing to do with editorial coverage and should never be used as an evaluative basis.

Francis Moran at Quora Visit the source

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There is a lot of debate about AVE in the PR threads already. Most of it dismisses the practice as unethical. That said, you can check out these threads for some tips.

Ian Edwards

Get a media monitoring company to calculate it for you, otherwise you need to get the media advertising kits and calculate it yourself.For print, measure column space, note place in the publication, compare that to the rate sheet and calculate the cost of advertising.For radio and broadcast you need length of time and time of day. Depending on how many clippings you have to calculate you could ring a sales person from the relevant media and ask the value.For online news, if it's equivalent to a blog post I typically use the rate of sending an EDM or a newsletter article to the media database or I take the value of their most expensive banner ad.

Illka Gobius

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