Reference
Media Value
How aclipp estimates the media value of your clippings across different channels
Media Value is an estimate of what equivalent advertising exposure would cost on a given channel. It helps you quantify the monetary impact of earned media coverage and compare performance across different platforms.
How It Works#
aclipp automatically estimates the media value of your clippings based on the channel type and available engagement data. The estimation uses industry-standard advertising benchmarks, specifically the cost that equivalent paid advertising would have on each platform.
For example: if a YouTube video about your brand gets 10,000 views, the media value estimates what reaching those 10,000 people through paid YouTube ads would cost.
Per-channel calculation#
Social Video#
YouTube, TikTok, Twitch. For video platforms, we primarily look at view counts, which directly correspond to advertising impressions. Where available, likes and comments add incremental value, as they indicate deeper audience engagement beyond passive viewing.
Social Media#
Instagram, Facebook, Twitter/X, Snapchat. For social platforms, the estimation combines views (or impressions) with engagement metrics like likes and comments. Higher engagement signals stronger audience connection, which is reflected in a higher estimated value.
Traditional Media#
TV. Television media value is based on audience reach, reflecting what equivalent airtime would cost.
Digital Audio & Email#
Podcast. Estimated from download counts, reflecting the cost of equivalent podcast ad placements.
Newsletter. Based on open counts, reflecting the cost of equivalent email sponsorship placements.
Online Articles#
Online. For web articles, aclipp uses a different approach based on SEO traffic data and the estimated organic advertising value of the specific URL, powered by domain analytics.
Not yet supported
LinkedIn, Pinterest, and Print do not have automatic media value estimation yet. You can always enter a media value manually for these channels.
Important Notes#
- These are estimates based on industry benchmarks, not exact figures.
- You can always override the value. If you have more accurate data (e.g., from a media monitoring provider or the publication's rate card), simply edit the media value field directly.
- Values are in Euros. All media values are displayed and stored in EUR.
- Benchmarks are updated periodically. The underlying advertising rates reflect current market conditions and are adjusted over time.
When is it calculated?#
Media value is estimated automatically when a clipping is processed. If a value is already provided (for example, from an integration like Observer or Landau Media), aclipp will keep that value and not overwrite it with an estimate.