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.

Media Contact

Kendall Allen
WIT Strategy for RhythmOne
[email protected]

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
In his session at @ThingsExpo, Greg Gorman is the Director, IoT Developer Ecosystem, Watson IoT, will provide a short tutorial on Node-RED, a Node.js-based programming tool for wiring together hardware devices, APIs and online services in new and interesting ways. It provides a browser-based editor that makes it easy to wire together flows using a wide range of nodes in the palette that can be deployed to its runtime in a single-click. There is a large library of contributed nodes that help so...
With major technology companies and startups seriously embracing Cloud strategies, now is the perfect time to attend 21st Cloud Expo October 31 - November 2, 2017, at the Santa Clara Convention Center, CA, and June 12-14, 2018, at the Javits Center in New York City, NY, and learn what is going on, contribute to the discussions, and ensure that your enterprise is on the right path to Digital Transformation.
Many organizations adopt DevOps to reduce cycle times and deliver software faster; some take on DevOps to drive higher quality and better end-user experience; others look to DevOps for a clearer line-of-sight to customers to drive better business impacts. In truth, these three foundations go together. In this power panel at @DevOpsSummit 21st Cloud Expo, moderated by DevOps Conference Co-Chair Andi Mann, industry experts will discuss how leading organizations build application success from all...
Most of the time there is a lot of work involved to move to the cloud, and most of that isn't really related to AWS or Azure or Google Cloud. Before we talk about public cloud vendors and DevOps tools, there are usually several technical and non-technical challenges that are connected to it and that every company needs to solve to move to the cloud. In his session at 21st Cloud Expo, Stefano Bellasio, CEO and founder of Cloud Academy Inc., will discuss what the tools, disciplines, and cultural...
The “Digital Era” is forcing us to engage with new methods to build, operate and maintain applications. This transformation also implies an evolution to more and more intelligent applications to better engage with the customers, while creating significant market differentiators. In both cases, the cloud has become a key enabler to embrace this digital revolution. So, moving to the cloud is no longer the question; the new questions are HOW and WHEN. To make this equation even more complex, most ...
DevOps is being widely accepted (if not fully adopted) as essential in enterprise IT. But as Enterprise DevOps gains maturity, expands scope, and increases velocity, the need for data-driven decisions across teams becomes more acute. DevOps teams in any modern business must wrangle the ‘digital exhaust’ from the delivery toolchain, "pervasive" and "cognitive" computing, APIs and services, mobile devices and applications, the Internet of Things, and now even blockchain.
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?
Agile has finally jumped the technology shark, expanding outside the software world. Enterprises are now increasingly adopting Agile practices across their organizations in order to successfully navigate the disruptive waters that threaten to drown them. In our quest for establishing change as a core competency in our organizations, this business-centric notion of Agile is an essential component of Agile Digital Transformation. In the years since the publication of the Agile Manifesto, the conn...
SYS-CON Events announced today that App2Cloud will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct. 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. App2Cloud is an online Platform, specializing in migrating legacy applications to any Cloud Providers (AWS, Azure, Google Cloud).
WebRTC is great technology to build your own communication tools. It will be even more exciting experience it with advanced devices, such as a 360 Camera, 360 microphone, and a depth sensor camera. In his session at @ThingsExpo, Masashi Ganeko, a manager at INFOCOM Corporation, will introduce two experimental projects from his team and what they learned from them. "Shotoku Tamago" uses the robot audition software HARK to track speakers in 360 video of a remote party. "Virtual Teleport" uses a mu...
Internet of @ThingsExpo, taking place October 31 - November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 21st Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The Internet of Things (IoT) is the most profound change in personal and enterprise IT since the creation of the Worldwide Web more than 20 years ago. All major researchers estimate there will be tens of billions devic...
Mobile device usage has increased exponentially during the past several years, as consumers rely on handhelds for everything from news and weather to banking and purchases. What can we expect in the next few years? The way in which we interact with our devices will fundamentally change, as businesses leverage Artificial Intelligence. We already see this taking shape as businesses leverage AI for cost savings and customer responsiveness. This trend will continue, as AI is used for more sophistica...
21st International Cloud Expo, taking place October 31 - November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA, will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud strategy. Me...
Trying to improve density, lower costs and run applications faster than before? Today, enterprises looking for a secure cloud strategy are increasingly turning to container-based Platform as a Service solutions for on-premises hosted DevOps. In her session at 21st Cloud Expo, Alise Cashman Spence, Offering Manager, Power Systems Cloud Solutions at IBM, will discuss the driving factors behind these cloud trends and how IBM customers are realizing exceptional performance, security and control for ...
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. In their Day 3 Keynote at 20th Cloud Expo, Chris Brown, a Solutions Marketing Manager at Nutanix, and Mark Lav...