Welcome!

News Feed Item

RhythmOne Releases Full Year 2016 Influencer Marketing Benchmarks Report

Report Highlights Continued Growth in the Influencer Marketing Category, and Strong Returns for Advertisers

SAN FRANCISCO, CA -- (Marketwired) -- 02/16/17 -- RhythmOne ("1R"), an online advertising company that connects digital audiences with brands through premium content across devices, today released its third annual Influencer Marketing Benchmarks Report. This industry-leading report provides insights into Return on Investment (ROI) and best practices based on 76 programs run as part of RhythmOne's Influencer Marketing offering, RhythmInfluence, between January and December 2016. As in previous years, the report aggregates key performance indicators across industry categories, including Earned Media Value ("EMV"), engagement and brand lift. New measures this year include Cost-Per-Engagement ("CPE") and Social Media Listening. Over the course of the year, 1R ran influencer marketing campaigns with 51 brands spanning 18 advertiser categories and employing over 8,700 influencers in total.

Full Year 2016 Highlights
Earned Media Value continues to be a key indicator of the efficacy and ROI of Influencer Marketing programs. On average in 2016, advertisers that implemented a 1R Influencer Marketing program received $11.69 in EMV for every $1.00 of spend. This is an increase of 4.4% over its full year 2015 EMV average of $11.20. Cost-Per-Engagement -- a new measurement metric in this year's report -- was $0.93 across all products and programs. CPE is increasingly important to advertisers looking to gauge the value of capturing users' attention across all social channels and interactions.

  • The average spend on Influencer Marketing programs in 2016 was just over $51,000 per campaign.
  • Of the 18 verticals analyzed in 2016, the top three EMV "performers" were Health and Pharmaceuticals ($21.25), Retail ($18.20) and CPG Food ($14.76).
  • Engagement Rate ("ER") across all products and programs was 2.01% on average -- a rise of 33% over the full year 2015 benchmark of 1.50%.
  • Advertisers that ran an Influencer Marketing program for two or more weeks saw on average an increase of 14.78% in brand mentions and an 8.73% increase in positive brand sentiment (vs. mentions and sentiment prior to the campaign flight).
  • Instagram -- via rich video and imagery created by RhythmInfluence influencers -- proved to be a top-performing channel for driving engagements for several advertiser categories, and the engagements contributed to measured lifts in brand mentions.
  • Snapchat was effective for campaigns that targeted audiences of Millennials.
  • About one-quarter (23%) of the 51 unique brands included experiential tactics and/or live events as part of their Influencer Marketing program(s), and 38% included giveaways or a sweepstakes. These efforts generally drove higher engagement rates and EMV returns vs. programs that did not include these components.

A Look Back, A look forward
"An increase in Influencer Marketing investment has been met with a corresponding need for accountability and better success measurement," noted Chuck Moran, VP of Marketing, RhythmOne. "As such, RhythmOne enhanced its reporting over the course of the year, and now provides information on cost-per-engagement and brand lift. These are two ways RhythmOne is helping marketers quantify the value of engaged consumers and accurately assess the impact of Influencer Marketing programs."

"Influencer marketing has proven to be an effective way to reach new people and educate them on our brands' products and services," said Todd LaBeau, SVP Digital Marketing & Social Media at Lindsay, Stone & Briggs. "We look to RhythmOne as one of our turnkey and scalable resources for authentic branded content that matters to consumers. Their measurement and reporting capabilities are one reason we often choose RhythmOne to help us optimize the performance of our content marketing campaigns."

Influencer Marketing continues to gain momentum with advertisers looking to authentically engage with consumers. It has moved well beyond the sponsored blog post -- expanding into channel-specific content and incorporating experiential elements like live events, sweepstakes and give-aways. Moreover, progressive Influencer marketing programs work in close concert with paid media -- especially programmatic branded content distribution -- to move beyond the walled gardens of social media as advertisers seek to target look-alike audiences to gain broader distribution and engagement with their branded content.

"This year's Benchmarks Report results serve to reinforce the power of Influencer Marketing as a critical component of our clients' marketing plans," said Katie Paulsen, VP of Influencer Marketing, RhythmOne. "The increased budgets we saw this year signaled a clear move beyond experimentation. We also saw new categories start to spend on influencer marketing, as well as a broader range of creative execution and distribution tactics. Influencer Marketing has truly come into its own as a powerful means to tap into the enthusiasm and brand loyalty shared amongst influencer community members."

For more information and to download the entire Full Year 2016 Influencer Marketing Benchmarks Report, visit https://www.rhythmone.com/rhythmbuzz/insights/2016-influencer-benchmarks-report.

About RhythmOne
RhythmOne is an online advertising company that connects digital audiences with brands through premium content across devices. Founded in 2004 as a pioneer of video search, RhythmOne works with advertisers, publishers and content providers to offer fully integrated, cross-screen advertising solutions that span desktop and mobile video, rich media, display, social and native formats. Through its fully integrated programmatic platform, RhythmMax, the Company represents inventory across owned, controlled and extended supply sources. The RhythmMax platform includes specialized brand safety technology, RhythmGuard, which combines leading third-party verification methodologies with proprietary filtering technology to ensure quality inventory in brand safe environments. RhythmOne's mission is to maximize return on spend by providing the most efficient and effective marketplace for digital advertising. The Company is headquartered in San Francisco, California with offices in the U.S., UK and Canada. For more information please visit www.rhythmone.com.

More Stories By Marketwired .

Copyright © 2009 Marketwired. All rights reserved. All the news releases provided by Marketwired are copyrighted. Any forms of copying other than an individual user's personal reference without express written permission is prohibited. Further distribution of these materials is strictly forbidden, including but not limited to, posting, emailing, faxing, archiving in a public database, redistributing via a computer network or in a printed form.

Latest Stories
SYS-CON Events announced today that Systena America will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Systena Group has been in business for various software development and verification in Japan, US, ASEAN, and China by utilizing the knowledge we gained from all types of device development for various industries including smartphones (Android/iOS), wireless communication, security technology and IoT serv...
Multiple data types are pouring into IoT deployments. Data is coming in small packages as well as enormous files and data streams of many sizes. Widespread use of mobile devices adds to the total. In this power panel at @ThingsExpo, moderated by Conference Chair Roger Strukhoff, panelists will look at the tools and environments that are being put to use in IoT deployments, as well as the team skills a modern enterprise IT shop needs to keep things running, get a handle on all this data, and deli...
We build IoT infrastructure products - when you have to integrate different devices, different systems and cloud you have to build an application to do that but we eliminate the need to build an application. Our products can integrate any device, any system, any cloud regardless of protocol," explained Peter Jung, Chief Product Officer at Pulzze Systems, in this SYS-CON.tv interview at @ThingsExpo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA
DevOps is often described as a combination of technology and culture. Without both, DevOps isn't complete. However, applying the culture to outdated technology is a recipe for disaster; as response times grow and connections between teams are delayed by technology, the culture will die. A Nutanix Enterprise Cloud has many benefits that provide the needed base for a true DevOps paradigm.
As DevOps methodologies expand their reach across the enterprise, organizations face the daunting challenge of adapting related cloud strategies to ensure optimal alignment, from managing complexity to ensuring proper governance. How can culture, automation, legacy apps and even budget be reexamined to enable this ongoing shift within the modern software factory?
SYS-CON Events announced today that Ocean9will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Ocean9 provides cloud services for Backup, Disaster Recovery (DRaaS) and instant Innovation, and redefines enterprise infrastructure with its cloud native subscription offerings for mission critical SAP workloads.
SYS-CON Events announced today that Infranics will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Since 2000, Infranics has developed SysMaster Suite, which is required for the stable and efficient management of ICT infrastructure. The ICT management solution developed and provided by Infranics continues to add intelligence to the ICT infrastructure through the IMC (Infra Management Cycle) based on mathemat...
SYS-CON Events announced today that Carbonite will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Carbonite protects your entire IT footprint with the right level of protection for each workload, ensuring lower costs and dependable solutions with DoubleTake and Evault.
SYS-CON Events announced today that Cloudistics, an on-premises cloud computing company, has been named “Bronze Sponsor” of SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Cloudistics delivers a complete public cloud experience with composable on-premises infrastructures to medium and large enterprises. Its software-defined technology natively converges network, storage, compute, virtualization, and management into a ...
Internet of @ThingsExpo, taking place October 31 - November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with the 21st International Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. @ThingsExpo Silicon Valley Call for Papers is now open.
SYS-CON Events announced today that HTBase will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. HTBase (Gartner 2016 Cool Vendor) delivers a Composable IT infrastructure solution architected for agility and increased efficiency. It turns compute, storage, and fabric into fluid pools of resources that are easily composed and re-composed to meet each application’s needs. With HTBase, companies can quickly prov...
SYS-CON Events announced today that Juniper Networks (NYSE: JNPR), an industry leader in automated, scalable and secure networks, will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Juniper Networks challenges the status quo with products, solutions and services that transform the economics of networking. The company co-innovates with customers and partners to deliver automated, scalable and secure network...
New competitors, disruptive technologies, and growing expectations are pushing every business to both adopt and deliver new digital services. This ‘Digital Transformation’ demands rapid delivery and continuous iteration of new competitive services via multiple channels, which in turn demands new service delivery techniques – including DevOps. In this power panel at @DevOpsSummit 20th Cloud Expo, moderated by DevOps Conference Co-Chair Andi Mann, panelists will examine how DevOps helps to meet th...
SYS-CON Events announced today that Hitachi Data Systems, a wholly owned subsidiary of Hitachi LTD., will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City. Hitachi Data Systems (HDS) will be featuring the Hitachi Content Platform (HCP) portfolio. This is the industry’s only offering that allows organizations to bring together object storage, file sync and share, cloud storage gateways, and sophisticated search and...
This talk centers around how to automate best practices in a multi-/hybrid-cloud world based on our work with customers like GE, Discovery Communications and Fannie Mae. Today’s enterprises are reaping the benefits of cloud computing, but also discovering many risks and challenges. In the age of DevOps and the decentralization of IT, it’s easy to over-provision resources, forget that instances are running, or unintentionally expose vulnerabilities.