EMV and PMV: What's the Difference

What sorts of things convince you usually to buy from a particular manufacturer whenever you buy items online? Is it a compelling ad, or have you read some good reviews? You are influenced a little by both. These two examples we just gave represent the difference between earned media and paid media.

You might be interested in using both media types in your marketing, but it's not clear on the difference or whether they are better to use. Lucky for you, that's just why we thoughtfully made this article. We will discuss the distinction between earned and paid media and how Entyx integrates them into your marketing efforts.

Media Value for Business Success

First things first - definitions!

What is PMV in Influencer Marketing?

PMV (Paid Media Value) refers to any form of online marketing where you pay to advertise through a particular platform or service such as paid ads:

• Targeted advertising on Instagram or Facebook.
• Paid collaborations with influencers are when you pay for specific mentions or reviews.
• Advertising banners and promo videos on YouTube.

But it's technically much broader than that. It pretty much covers any online marketing where you have to pay a third party. One of the great things about paid media is that fast. You can launch an ad and have it appear in front of people that very day. Also, many paid marketing options come with audience targeting so you can reach your target audience.

What is EMV in Influencer Marketing?

EMV (Earned Media Value) is a type of marketing where other people are talking about how great your company and products are instead of advertising yourself. It can be helpful to think of earned media as word-of-mouth marketing. However, it can also come in many other forms: press mentions, influencer mentions and reviews, general organic buzz about your brand, and backlinks on third-party websites, an essential element in SEO.

Earned media is, in many ways, the opposite of paid media: 

• Paid media is where you pay to advertise yourself.
• Earned media, on the other hand, is earned a promotion that is traditionally unpaid.

Let's exercise a bit: imagine you produce some product or provide any service, and you succeed in doing it in a brilliant way. Your clients are satisfied with the quality and become your raving fans. They share your brand in news articles, their social media posts, blog posts, and through word of mouth; all that is called exposure. What do you think is paid and what is earned in the given example? Please drop your ideas in the comment section below.

How to Calculate Earned Media Value

Now that we have clarified the meanings let's discuss numbers further. How much is that organic visit or social media impression worth? How do you quantify the value to your clients? Calculating earned media value can get fuzzy. There are many variables involved. 

For example, if your client gets mentioned in a blog post, how would you know how many people read the blog post and even saw the mention? Even if you could measure it, how would you measure the impact of that mention on a client's potential customers?

We have a distinctive feature for all these questions - an automated calculation on EMV right on Entyx. Within our unified influencer analytics platform, you can choose streamers and advertisers according to your marketing strategy needs and immediately calculate your campaigns' Media Value metric. We can hear your thoughts and agree that it's super convenient; chapeau for your compliments.

Entyx uses advanced tracking and AI-powered analysis to measure the organic impact of your brand's exposure: 

• Content Analysis: Tracks mentions, hashtags, and brand-related discussions across platforms.
• Reach & Engagement: Measures organic reach, likes, shares, comments, and impressions generated by unpaid media exposure.
• Media Equivalency: Converts organic exposure metrics into monetary value by estimating how much it would cost to achieve similar reach and engagement through paid campaigns.
• Sentiment Analysis: Evaluate the tone of conversations to ensure that the earned media reflects positively on your brand.  

How to Calculate Paid Media Value

PMV refers to the monetary value of media exposure that a brand directly purchases. It's typically associated with traditional advertising and influencer partnerships where compensation is involved.  

How it's acquired:

• Paying for ad placements on platforms like Google, Facebook, or Instagram.  
• Sponsored content with influencers or bloggers.  
• Paid partnerships with media outlets or publications.  

Simply put, PMV is the sum of all your advertising spend over a given period. For example, if you spent $10,000 on an influencer campaign, that would be your PMV.

Entyx simplifies PMV calculations by offering real-time tracking of paid media performance:  

• Campaign Management: Tracks all paid collaborations, including influencer partnerships, ad campaigns, and sponsored content.
• Performance Metrics: Monitors impressions, clicks, conversions, and ROI from paid efforts.
• Cost Analysis: Breaks down expenses, such as influencer fees, ad spend, and production costs, to calculate the total paid media value.  
• Comparative Analysis: Allows you to benchmark your PMV against EMV to assess the efficiency and authenticity of your campaigns.  

Today, the boundaries between Earned Media Value (EMV) and Paid Media Value (PMV) have become increasingly blurred, as influencers and streamers strive to promote brands as naturally as possible. However, having a clear understanding and accurate calculation of Media Value is essential for your strategy.

If you’re lucky enough to have highly loyal streamers promoting your brand without any investment, congratulations! But if your promotions are paid, Entyx enables you to forecast the return on investment with precision.

That’s why we’ll focus on calculating Media Value, because, at the end of the day, that’s what truly matters.

Yeah, quite an unexpected plot twist - there's one more metric we will air now.

Expected Money Value: Another Critical Criterion for Your Business

Expected Money Value is a quantitative risk analysis tool. We can use it to evaluate the total risk associated with an activity in a project, to compare alternative scenarios or options, to contribute to a business case, to calculate a prudent financial contingency for either an activity or a whole project, to evaluate how much cost or resource it would be prudent to allocate to risk management for either an activity or a project. Or to assess which choice will likely be best when faced with a number of options. However, as with all quantitative risk management approaches, the results you get are only ever going to be as good as the assumptions and estimates you feed into the model.

Entyx will calculate EMV and PMV so that your Expected Money Value is precise and you know what to expect.

Practical Outcome

With Entyx, brands gain a clear, quantifiable understanding of both their paid and earned media performance. This empowers businesses to:  

• Invest smarter in paid campaigns.  
• Amplify efforts to generate organic buzz.  
• Assess ROI across all media types.  
• Build a more balanced and efficient marketing strategy.

The last word to sum up:

1. You need to calculate your Media Value.
2. It increases audience trust as it is organic and uncorrupted content.
3. This is a great metric for assessing loyalty and engagement.
4. Generally perceived as more authentic than paid advertising.

PMV is bought for immediate results with more control over the message and reach. Advantages of PMV:

• Complete control over the message and timing of your ads.
• Ability to quickly increase reach and visibility.
• Predicting and measuring ROI (return on investment) is more straightforward.

Combining both often yields the best results in a comprehensive marketing strategy. When you sign up for free, our team of professionals will be glad to show how it works in reality.