The Content Value Initiative is a working group of voluntary members from or associated with the Travel & Hospitality industry. Its purpose is to establish a baseline monetary value in the viewing of organic content by consumers on digital and streaming channels.
Purpose
“Determining the Value of a Minute of Content Watched”
In 2022, prominent members of the tourism industry convened to solve a growing issue – No standardized valuation method exists to measure impact and value for branded entertainment content on digital streaming and connected TV platforms. Thus understanding ”the value of a minute watched” is difficult, imprecise and ambiguous at best.
Odyssey, the Studio at Miles Partnership has established and is leading a working group of major tourism industry DMO partners, research organizations and media partners to establish a standardized measurement approach. The approach seeks to publish a content equivalent value using public data sources to measure content watched against cost averages for similar types of video advertising.
How it Works
See the Content Engagement Value Overview presentation.
Step 1. From your analytics, obtain the Total Minutes Watched for which you’d like to measure.
Step 2. The per minute CEV value for version 1.0 is displayed. Entering Minutes Watched calculates the Content Engagement Value (CEV).
NOTE: The CEV is not intended to be a measure of ROI. Rather its the equivalent cost you would expend to produce the same results via paid advertising means.