MVP’s Methodology
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MVP’s omnichannel media measurement and sponsorship valuation is built on accuracy and transparency. Our artificial intelligence (AI) asset-first computer vision allows us to provide comprehensive valuation insights at brand and post levels. The data we provide across our media-measurement software platform allows our clients to efficiently and precisely report the value they’ve created for sponsors and partners. Our transparent, easy to understand methodology accounts for a multitude of factors, based on research on how people actually consume sports and entertainment, to ensure the data reported in-platform is a true reflection of the media exposure value created.
We calculate the overall media value by incorporating the “cost to buy” into the platform. For example, if you wanted to run an ad on Instagram and elected to purchase it based on impressions (people who are exposed to your post), your cost would be directly tied to the number of impressions that post received. The same is true in reverse. If we know the number of impressions a post received, we can understand the value of that post. We also establish value for other types of campaigns, such as cost per click or cost per engagement. For instance, if you were to spend $5 to get 1,000 impressions using Instagram’s advertising buying network, we would value a similar post with 1,000 impressions at around $5.
Next, we examine assets/placements and their associated logos within the post. We consider an asset’s size, clarity, placement, and density within social images and videos and then use those metrics to attribute a portion of the post’s value to the assets detected, which is then displayed in-platform as brand value. Large, clear images grab attention and direct potential clients' eyes to your branding much more so than small, blurry elements. In addition to asset and logo detection, MVP also adds value for hashtags and/or tags (such as “with tags” or client-specific phrases) within the caption. These portions of the post are extremely valuable because they enable the viewer/reader to take some form of action. Because impressions are not static, values are updated as the number of impressions and engagements change.
Although looking at a singular image or video post is important, MVP recognizes the need to understand the whole picture. MVP is an industry leader in brand value calculation across all forms of media. Social media calculations — incorporating text, and video metrics — are determined based on the post-level valuation explained above, and broadcast begins with a base-level cost-per-thousand (CPM) value, or media spot rate. This means the media value is derived from actual spend behavior. MVP purchases CPM and Spot Rate data from Standard Media Index (SMI), a proven leader in traditional advertising purchase data procurement. This data allows MVP to more accurately calculate the value of events. For example, high-profile events occurring in primetime will naturally attract more viewers, causing advertising costs to spike.
MVP takes pride in transparent methodology across the board, from post-level data on social media channels to omnichannel overall brand value. It is important to us that our clients understand it well enough to explain it.
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