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 14,000 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 (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. 

SPW releases keep on delivering reach engagement, cpm, and CPC over time

Every day 365/24/7, SPW provides continuing delivery of reach and engagement for releases that boosts the productivity of industry product & services PR marketing investment dollars.

The cost of industry decision-maker engagement, using SPW, is only 3 Cents per engagement (2834/$60=$.02117) after 12 months. And, only 2 cents after 18 months.

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. And, after 18 months Reach CPM is only $5.17 per thousand.

And, release reach & engagement in 2018 will most certainly grow along with site traffic (see SITE TRAFFIC STATS below) yet the cost of a release will not increase in 2018.

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.

Benchmark Analytic Data For 2017 (aS OF END OF 3rd QUARTER 2017)

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.

Site Traffic Stats

For Year 2020 SHOOTonline.com (the site) PAGE VIEWS YTD thru the end of June were up 14.18% to 1,230,399+-, as compared to 1,077,584+- for the same period in 2019.  Average per month PAGE VIEWS YTD thru the end of June were up at 205,067+-, as compared to 179,597 +-  for the same period in 2019. VISITORS (users) to the site, YTD thru the end of June, were up 17.59% to 364,196+- as compared to 309,711 for the same period in 2019.  Average per month VISITORS (users)  YTD thru the end of June, were up at 60,699+- as compared to 51,619+- for the same period in 2019. SITE SESSIONS¹ were up 2.84% to 1,439,044+- YTD thru the end of June, as compared to 1,399,315+- for the same period in 2019. Average per month SITE SESSIONS¹ were up at 239,841+- YTD thru the end of June, as compared to 233,219+- for the same period in 2019.  (see chart below for more details – source: Google Analytics)

For Full Year 2019  SHOOTonline.com (the site) SITE SESSIONS¹ were up slightly (0.63%) for the year, to 2,573,353+-, over 2018. Average per month SITE SESSIONS¹ for the year were 214,446+- per month. VISITORS (users) to the site for 2019 were up 5.34% to 583,592 +-, for the same period in 2018. Average per month VISITORS (users) for 2019 were 48,633+- per month.  PAGE VIEWS for 2019 were up 6.02% to 2,041,973+-, as compared to 2018. Average per month PAGE VIEWS  for 2019 were 170,164+- per month. (source: Google Analytics)

* 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.