Winning marketing, in a hard-to-reach niche market, requires a highly effective new approach to how the traditional “press release” model can be re-purposed to operate as a textual ad or “publicity release” to enhance the value proposition of the cost of PR and advertising components in a company’s marketing mix. After publishing over 11,000 Publicity Releases, SPW has proven this from all perspectives including digital distribution, reader acceptance, client reorder retention, traffic growth, quality presentation & Environment of media placement, and most importantly backed up with measurable benchmark analytic data.
The movers & shakers (i.e. decision-makers) in Movies, Television, Commercials, Music Video, and Online & Mobile video production and postproduction Industries. Visitors such as brand clients, movie studios, ad agencies, producers, directors, cinematographers, editors, creatives & artisans, actors, prosumers, production & post studios, unions & guilds, film offices, equipment & software manufacturers, VARs, media outlets, journalists, bloggers, researchers, social networks, search engines, and fan sites, as well as all the other industry stakeholders and influential decision-makers in the professional motion picture industry from Hollywood to Bollywood and from Madison Avenue to Cannes.
Every day and month after posting, SPW provides continuing delivery of reach and engagement for releases that boosts the productivity of industry product & services marketing investment dollars.
On average, a release posted in January 2017 reached 12,148 decision-makers in the following 12 month period ended December 31. A 17% increase, compared to the 10,245 decision-makers reached after the following 3 month period ended March 31st. And, this same average release, posted in January 2017, engaged 2,834 decision-makers in the following 12 month period ended December 31. A 71% increase, compared to the 1,659 decision-makers engaged after the following 3 month period ended March 31st.
The average release posted in January 2017 had a Reach Cost Per Thousand (CPM) of only $5.25 in the following 12 month period ended December 31. A 13% lower CPM, compared to the $6.02 after the following 3 month period ended March 31st. The cost of industry decision-maker engagement, using SPW, is only 2 Cents per engagement (2834/$60=$.02117) after 12 months. Keep in mind SPW releases are public for years without any additional charges bringing per release CTR and CPM costs per day lower and lower every day.
2017 FIRST 3 QUARTERS (YTD thru September 30th) Cumulatively, all SHOOT Publicity Releases posted during the first 3 Quarters of 2017 averaged a REACH (Impressions) of 9,664 per release with an average ENGAGEMENT Per Release (Views/Clicks) of 1,421 per release making the average ENGAGEMENT (Views/Clicks or CTR) for the period 14.71%. Of course releases posted in January have been public longer and averaged REACH (Impressions) of 12, 084 with an average ENGAGEMENT Per Release (Views/Clicks or CTR) of 2,436 per release making the average ENGAGEMENT CTR rate for January posting now 20.15%.
Looking at the Top 50 Releases, ranked by Reach/CTR, posted during the 3 Quarters of 2017, averaged REACH (Impressions) of 16,315 per release with an average ENGAGEMENT (Views/Clicks or CTR) Per Release of 3,751 per release making the average ENGAGEMENT (Views/Clicks or CTR) Rate of the Top 50 Releases, for the period, 22.99%. During the same period of 2017, the most read release (posted April 24th) had 11,150 ENGAGEMENT (Views/Clicks or CTR) and ENGAGEMENT (Views/Clicks or CTR) Rate of 120%. The the worst performing release (posted September 18th 10 days before the period end) had 106 ENGAGEMENT (Views/Clicks or CTR) and a ENGAGEMENT Rate of 3.33%. During the first quarter, the most read release (posted in Mid-January) had ENGAGEMENT (Views/Clicks or CTR) of 8,341 and ENGAGEMENT Rate of 66.97%. During the second quarter, the most read release (posted in late-April) had ENGAGEMENT (Views/Clicks or CTR) of 11,150 and ENGAGEMENT Rate of 120%. During the third quarter, the most read release (posted in late-August) had ENGAGEMENT (Views/Clicks or CTR) of 2,295 and ENGAGEMENT Rate of 23.92%.
Using the retail cost of only $60. per release, the average CPC (Cost Per Engagement), for releases posted in the first quarter, was $0.05 cents for the first quarter of 2017 as of April 3rd and dropped to was $0.04 as of July 5th, and dropped to $0.03 as of October 2nd. Average CPM (cost of Impressions/Reach) for the same period was $6.02, $5.72 and $5.36 respectively per thousand. For 2016, Google AdWords CPC, at $2.32 per click, was 77 times more expensive than a release posted on SPW. And, on a CPM basis Google AdWords is over 5 times more expensive than a release posted on SPW. The SPW CTR is almost 8 times higher than Google AdWords.
The Average Publicity News Release posted in the first quarter of 2017, to SPW, had ENGAGEMENT (Views/Reads) of 1,136 as of the end of the first quarter (ended March 31st). This ENGAGEMENT average, for first quarter posts, increased to 1513 (up 33.2 %) by the end of the 2nd quarter (ended June 30th). And, increased again in the third quarter period to 1852 (up 63% from 1st Qtr Avg) as of September 30th.
Note: The SPW figures were captured April 3rd, July 5th, and October 2nd 2017. Keep in mind SPW releases, unlike Google AdWords are public for years without any additional charges bringing per release Reach, CTR, and CPC costs per day lower and lower every day.
****AdWords text and image ads are displayed along side and above the main Google search results, and also on Google’s content network sites. Advertisers include companies in a variety of industries with a mix of local, national and international campaigns.
For Year 2018 SHOOTonline.com (the site) SITE SESSIONS1 were up 30.62%, YTD thru March, to 717,463 as compared to 549,280 the same period in 2017. Average per month SITE SESSIONS1 for 2018, YTD thru March, were 239,154+- compared to 183,093+- for the same period in 2017. VISITORS (users) to the site, YTD thru March, were up 27.33% to 162,694+- as compared to 127,777 for the same period in 2017. Average per month VISITORS (users) YTD thru March were 54,231+- compared to 42,592+-for the same period in 2017. PAGE VIEWS YTD thru March were up 20.53% to 552,232+-, as compared to 458,158 for the same period in 2017. Average per month PAGE VIEWS YTD thru March, were 184,077+- compared to 152,719+- per month for the same period in 2017. (see chart below for more details – source: Google Analytics)
For Year 2017 SHOOTonline.com (the site) SITE SESSIONS1 were up 46.74% for 2017, to 2,344,992+-, over 2016. Average per month SITE SESSIONS1 for 2017 were 195,416+- compared to 133,169+- per month for 2016. VISITORS (users) to the site for 2017 were up 25.67% to 534,241+-, for the same period in 2016. Average per month VISITORS (users) for 2017 were 44,520+- compared to 35,426+- per month for 2016. PAGE VIEWS for 2017 were up 43.22% to 1,942,428+-, as compared to 2016. Average per month PAGE VIEWS for 2017 were 161,869+- compared to 113,021+- per month for 2016. (source: Google Analytics)
2018 & Beyond: We confidently expect these site increases to continue, into the foreseeable future, as SHOOT increases publishing of quality industry news, features, SPW, and video content volume, grows new site sections (i.e. https://My.SHOOTonline.com Profiles & Work of Professional Motion Picture Production and Post Talent db, the recent launch of SHOOT Classifieds section at https://classifieds.SHOOTonline.com), enhancement our digital distribution channels, the introduction of the SHOOTonline Mobile App, now available in iOS , Android, and HTML5, new content streams grow such as the SHOOT “Behind The Scenes” Photo Contest (launched in Summer 2016 now runs twice per year during Emmy and Academy Awards Seasons), move from a priority on building digital infrastructure to digital marketing, and through experience improve our digital execution skills across the board and pass them on to our members, clients and site visitors.
* ENGAGEMENT (Release PAGE VIEWS/CLICKS TOTAL) is a page request to load a news or video publicity release's web page on SHOOTonline into a desktop or mobile device via a web browser to read entire release, view any images and/or video. A page request results from user clicking a hyperlink on another web page, email, etc (internal or external to SHOOTonline) pointing to your news or video publicity release's web page. This should be contrasted with a "hit,” which refers to a request for any file from a web server. There would be many more hits per "page" view since an HTML "page" can be made up of multiple files (i.e. images, ads, icons, etc. on a single page). The TOTAL VIEWS (Clicks/Opens) column is sortable (asc or dsc) by clicking on the column label “Clicks/Opens” **REACH/IMPRESSIONS (External Views) are impressions from a news or video publicity release's "Teaser Abstract." Includes the headline, teaser image, abstract, and read more hyperlink located on external web pages other than a release's web page (i.e. SHOOT homepages, NewsRooms, Embed pages, search engines, SHOOT ePubs, social sites, emails, SMS, feeds, SHOOTonline Mobile App, external posted links, etc) containing hyperlinks back to a news or video release. You could think of these impressions as "Micro Moments" when the most important part of your release's news message (headline, subhead, abstract, thumbnail image, and hyperlink(s) back to full release post on SHOOTonline) is delivered to a user via the many various SPW distribution channels. Important Note: It should be mentioned that due to large site image caching strategies (i.e. Facebook, Google, twitter, etc) external counts reflected here are not 100% of external views for a release. ***CTR (OPEN RATE) or click-through rate is the ratio of users who view your release's EXTERNAL VIEWS to the number of PAGE VIEWS TOTAL a release's web page gets on SHOOTonline. (CTR=Clicks/Impressions). This is reflected in a percentage. The purpose of CTR is to measure the ratio of clicks/opens to external abstract impressions of a news or video publicity release. Generally the higher the CTR (Open Rate), the higher the level of viewer interest in a release's subject matter. CTR can be used to help you determine the quality of your release text, imagery, video, positioning, social support and keywords. Source: EXTERNAL VIEWS counts provided by Google Analytics. All other counts made by SHOOTonline.com powered by Drupal at its core. Important Note: Social sites (i.e. Facebook, Twitter, Google+, Instagram, etc) cache images so a abstracts/links posted to these social sites (SPW posts all releases to Facebook & Twitter) record only 1 SPW impression only even if post is shared on that site in large numbers) ****The average CTR in AdWords across all industries is 1.91% on the search network and 0.35% on the Google Display Network. Source: Wordstream ****The average CPC in AdWords across all industries is $2.32 on the search network and $0.58 on the Google Display Network. Source: Wordstream ****Average CPM for AdWords text and image ads is $24.74 Source: Hochman Consultants (1) A session is a group of visitor interactions with a website that take place within a given time frame. For example a single session can contain multiple page views, events, social interactions, and ecommerce transactions. You can think of a session as the container for the actions a user takes on our site.