Measurement group rejects use of ad value

GAINESVILLE, FL: The Institute for Public Relations has rejected Advertising Value Equivalency as a measurement tool in the PR industry.

GAINESVILLE, FL: The Institute for Public Relations has rejected Advertising Value Equivalency as a measurement tool in the PR industry.

An institute measurement and evaluation commission adopted a public statement against the use and concept of ad value at a summit in Portsmouth, NH. 

The decision follows a flurry of efforts by PR trade groups to establish measurement standards, including the Barcelona Principles, seven trade ethics spearheaded by the International Association of Measurement and Evaluation of Communications and the Institute for Public Relations at a summit on measurement in June.

Ad value has long been used by the advertising world to measure the value and outcomes of paid media. But it's also been used by PR, and opponents say the tool doesn't accurately interpret the value of earned media, a disservice to the industry.

“It's the right time for a leading voice in public relations research and measurement to reject this practice,” said Robert Grupp, president and CEO of the IPR. “The use of ad value has distracted the industry from more valid measures of public relations' impact on business goals and objectives.”

In August, the association of measurement set up a task force to establish metrics that replace ad value, as well as a separate task force charged with identifying metrics for PR social media strategy. The next association of measurement and institute measurement summit is in June next year in Lisbon, Portugal.

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