The sports and entertainment industry has long used advertising equivalency to measure the value of sponsorship in media. In television this meant approximating viewership and applying a CPM value, the same way you would buy television commercials.
In digital, and especially social media, the advertising industry no longer needs to approximate numbers as most user actions are measurable. No longer do you need to take a sample and extrapolate numbers (first approximation), and then multiply that times impressions or reach (another approximation, as you have no real idea if anyone has seen it). Now the industry has gravitated toward something that is measurable: an engagement.
However, this is an industry that is slow to change and, probably for maximum compatibility, Facebook also provides reach and impressions numbers on their posts. If you choose to “kick it old school” and value your media on a CPM basis using unique reach, you can now do that as well in Blinkfire. Many sponsors are still asking for numbers this way as a comparison, and so we’re happy to be the engine to help provide this type of data, with the push of a button, 24 hours a day. And we’re not just saying that.
You can see in these example reports below, that reach will now be shown as a metric in different sections inside Blinkfire. You will be able to see Reach figures on the Sponsorship report, the single post view, and the Media Kit report.
Media kit report
Where are my followers?
In addition, our Pro level customers now have the option to purchase an add-on package for audience demographics. We will be talking about this more and more in the near future as we launch many more new features associated with demographics, but for now, if you have a Pro license and wish to upgrade to compare demographic data across entities in our system, contact us now.