The Definitive Guide: Why sponsorship medial values are invalid Reason 4/10. It's a made-up number. Sponsorship media values are vanity metrics, but they're too vain. Advertising equivalencies put up some unbelievable numbers in a literal sense. So they have to be discounted. That's where the magic comes in. Sponsorship media values are even worse than Advertising Value Equivalents, which are at least based on a real number. The conversion rates from Advertising Value to “Media Value” for sponsorships are plucked out of thin air, often manipulated to arrive at predetermined numbers. I’ve sat in on some of those meetings. It’s shocking. Say no to media values. #sponsorship #sponsorshiproi
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Vice President, Digital Revenue and Growth at 10Pearls | Strategic Partnerships | Revenue Generator | Sales Leader | Networking Champion | Creator of The #ShuftanJobReport
There is power in telling marketers that your solutions can turn activations, launches and sponsorship from cost centers to profit centers. There is power in telling marketers that your solutions can turn activations, launches and sponsorship from cost centers to profit centers. There is power in telling marketers that your solutions can turn activations, launches and sponsorship from cost centers to profit centers.
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🔐🤝 Are you looking to secure EXCLUSIVITY in your sponsorship contracts? Exclusivity gives you the sole right to associate with an event, team or organization within your industry. This means you're the only player on the field, a golden opportunity to make your brand shine without competition. But why securing exclusivity is becoming harder? 1. Brands are active in so many different businesses, think of Amazon that is a technology company active in e-commerce, cloud services, streaming, online advertising etc. 2. Granting these Brands an exclusivity on all the businesses they are active in, will hamper an event, team or organization's ability to find other sponsors. TIPS TO AVOID DEADLOCK NEGOTIATIONS: Clearly define the scope and reach of the exclusivity in the sponsorship contract, for example, specifying the Brand’s product/service covered by the sponsorship. Setting clear boundaries in the beginning will save you a lot of headaches in the future. Remember, exclusivity can give your Brand an unmatched platform for exposure and engagement. Let's delve deeper into this topic. What has been your experience with exclusivity in sponsorship contracts? Comment below or DM to share your insights. #sponsorship #exclusivity #branding #contracts #negotiations
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Partner @Portas Consulting - Global Head of Commercial and Investment Practice and Regional Lead of Technology & Digital Practice | Sports strategy & Investment| Sportstech | ex-Bain | Angel Investor
🔍 Rightsholders can take a four step approach to defining their go to market strategy: •Set Goals: Start by clearly defining your objectives—whether it’s increasing revenue, expanding reach, or boosting brand value. •Optimize Assets: Identify and categorize valuable assets to craft attractive sponsorship offers. •Pick The Right Partner: Seek partners that align with your values and market needs to create meaningful collaborations. •Operational Efficiency: Enhance your operations to ensure efficient data management and partner relations, setting the stage for successful sponsorships. #StrategicInsights #SportsSponsorship #PortasConsulting
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if you're behind on your 2024 sponsorship strategy, that's ok. to maximize Ad revenue for the rest of the year... start by: experimenting with creative Ad formats. developing unique Ad products. fine-tuning your pricing strategy. and kickstarting advertiser outreach. it'll be an unknown until you explore it firsthand.
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The Definitive Guide: Why sponsorship media values are invalid Reason 5/10. Cost ≠ Value. Even if SMVs were real, they would be based on costs, not value. How much brands pay for advertising is not related to financial value for the sponsor. Understanding market values for sponsorships is important to pricing them, but it's not necessary to go through the extensive charade of calculating media impressions in order to arrive at a predetermined number. Plus, market value for sponsorships differ from adverting. Sponsorships have higher CPMs because they deliver better results (when activated properly). Why should sponsors care what advertisers pay for media? They could be wrong. Say no to media values. #sponsorship #sponsorshiproi
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Data-driven decisions are the future of brand sponsorships 📈 Our latest Flash report highlights key strategies to transform your brand sponsorship approach and deliver big rewards – powered by #commercialanalytics. Read it now: https://lnkd.in/eiwxeUaS #sponsorships #marketing #finance #data
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Kudos to the World Federation of Advertisers and #sponsorship consultancy Lumency Inc. for their new study of how brands are approaching partnerships. I have two posts up on TicketManager.com with thoughts on the results. The first, linked below, discusses how little progress (still!) we are making in the area of measurement and valuation.
“Evolution of Sponsorship” Study Finds Anything But - TicketManager
https://ticketmanager.com
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The Definitive Guide: Why sponsorship media values are invalid Reason 6/10. Media values are outputs, not outcomes. Media values are expressed in dollars but not reflected in the bottom line. Marketing effectiveness should be measured in brand outcomes and financial impact on the business. Media values do neither. They might give the illusion of financial value, but it's not real. Say no to media values. #sponsorship #sponsorshiproi
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After suffering a soft Q1, many companies are betting the farm on the Euro 2024 finals to save their number this year. I'm here to urge caution however, while also giving a huge shout out to all of the awesome Ad Ops & Account Mgmt professionals of the digital publishing world. In a soft market where there is less money to go around, it can be tempting to over-sell, taking as much money as you can off the table particularly around tentpole events supported by significant budgets. However, if you earned your place on the plan this time around and then don't deliver flawlessly, your chances of getting on the next plan become significantly reduced. It’s always wise to remember that clients have long memories and their agencies can act unilaterally when short-changed. I remember back to my days at Sky when we had a very good 2006 World Cup - Sky wasn't the digital behemoth it is now back then. While it was hugely tempting to take as much money as we could, we focussed on flawless execution of each and every campaign to build trust and long-term business relationships. The digital publishing market that serves sports fans is now even more congested, so the table stakes during the Euro’s for these commercial teams is even higher than in my day. If you lose an advertiser in a bull market, you might go and find another one to take their place, but when the market is tight, every advertiser matters. Impeccable campaign delivery across those 4 weeks in June will be expected by all stakeholders. However, do well to remember the staggering amount of work going on behind the scenes by this talented and often under-appreciated group to meet those expectations - usually whilst the games are being broadcast in the pub next door ! It's definitely coming home this time, right ? #adops #media #advertising
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