SPW Benchmark Analytic Data

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.

Who reads publicity releases posted to SPW on SHOOTonline.com?

The movers & shakers 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. 

Benchmark Analytic Data For 2017 (aS OF END OF 2ND qUARTER)

2017 FIRST HALF (YTD thru June 30th) Cumulatively, all SHOOT Publicity Releases posted during the first half of 2017 averaged a Impressions/Reach of 9,444 per release with an average ENGAGEMENT Per Release (Views/Clicks) of 1,221 per release making the average CTR rate for the period 12.93%. Of course releases posted in January have been public longer and averaged a Impressions/Reach of 10,760 with an average ENGAGEMENT Per Release (Views/Clicks) of 2,067 per release making the average CTR rate for January posting now 19.21% (an increase of 3.3%).

Looking at the Top 50 Releases, in terms of Reach/CTR, posted during the first half of 2017 averaged a Impressions/Reach of 10,728 per release with an average Views/Clicks Per Release of 3,316 per release making the average CTR rate of the Top 50 Releases, for the period, 30.92%. During the first half of 2017, the most read release (posted April 24th) had 10,560 Views/Clicks and CTR Rate of 115.89%.  The the worst performing release (posted June 28 2 days before the period end) had  217 Views/Clicks and a CTR Rate of 3.07%. During the first quarter, the most read release (posted in Mid-January) had 7,243 Views/Clicks and CTR Rate of 59.33%.  The the worst performing release (posted March 29 1 day before the period end) had  204 Views/Clicks and a CTR Rate of 2.74%.

Using the retail cost of $60. per release, the average CPM (Cost Per Engagement) was $0.05 cents for the first quarter of 2017 as of April 3rd and was $0.05 as of July 5th.  Average cost of Impressions/Reach (CPM) for the same period was $6.02 and $5.72 respectively per thousand. For 2016, Google AdWords CPC, at $2.32 per click, was 46 times more expensive than a release posted on SPW. And, on a CPM basis Google AdWords is over 4 times more expensive than a release posted on SPW. The SPW CTR is almost 6 times higher than Google AdWords.

Note: The SPW figures below were captured April 3rd and July 5th, 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.

Site Traffic Stats

2017 Year To Date Thru August 31st  SHOOTonline.com (the site) SITE SESSIONS1 are up 38.72% for the first eight months of 2017, to 1,489,157+-, over the same period for 2016. Average per month SITE SESSIONS1 year-to-date (YTD) are 186,145+- compared to 114,078+- per month for same period last year (2016).  VISITORS (users) to the site for the first eight months of 2017 were up 15.55% to 344,174+-, for the same period in 2016. Average per month VISITORS (users) year-to-date are 43,022+- compared to 36,334+- per month for same period last year (2016).  PAGE VIEWS for the the first eight months of 2017 were up 32.88% to 1,261,278+-, as compared to same period for 2016. Average per month PAGE VIEWS  year-to-date are 157,660+- compared to 105,826+- per month for same period last year (2016). (see chart below for more details – source Google Analytics)

2017 & Beyond: We confidently expect these site increases to continue 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 and coming August 2017 https://classifieds.SHOOTonline.com), enhancement our digital distribution channels, the introduction of the SHOOTonline Mobile App, in March, 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 your site.