The new omniearnedID ™ platform empowers communications leaders to demonstrate ROI of earned media.
NEW YORK, Jan. 21, 2021 /PRNewswire/ — Communicators and marketers have long sought a solution for the problem of evaluating the effectiveness of earned media on business outcomes with the same precision as paid media. That is now possible with the launch of Omnicom Public Relations Group’s (OPRG) patent-pending precision communications platform, omniearnedID™.
“Being able to consistently link earned media to sales is a game changer, not just for PR, but a company’s entire marketing picture,” said Erin Lanuti, chief innovation officer at OPRG. “For decades, communications leaders have been looking for ways to better understand their audiences and to create more precise programs at scale. We developed omniearnedID to give brands a serious edge through using data to connect the valuable PR-driven earned results back to the business.”
OmniearnedID marks a significant step forward for public relations, transforming communications from insights to strategy to creative and, ultimately, to outcomes. The platform provides valuable, anonymized information about the individuals who are consuming and reacting to a brand’s earned media content and links them to measurable business impacts, such as sales and brand reputation. With this intelligence, brands can measure campaign effectiveness and refine future earned content and channel strategies.
Built on Omnicom’s precision marketing and insights platform Omni, omniearnedID brings together OPRG’s unparalleled global communications expertise with dozens of top-tier data sources and unmatched technology from Omni. It can be applied to any industry such as consumer packaged goods, technology or health and wellness, as well as any communications discipline, including corporate reputation, crisis communications and influencer relations.
“When we launched Omni more than two years ago, the platform was designed to be distributed across Omnicom and not siloed in any one agency or network,” said Jonathan Nelson, CEO, Omnicom Digital. “By migrating OPRG to the group’s Omni platform, we are able to leverage data and directly link social to sales.”
While other analytics offerings in the public relations industry are limited to tracking individual metrics such as coverage, reach or engagement results of communications campaigns, omniearnedID was designed to solve specific challenges that have long confronted the earned media side of marketing and communications, including:
- Proving the impact of earned media based on sales and brand health;
- Quantifying the business impact of influencer campaigns;
- Assessing the reach of a potentially damaging article or blog post;
- Analyzing anonymized information about who is consuming earned media; and
- Understanding current cultural trends and predicting future trends.
The omniearnedID platform is designed to comply fully with global data privacy regulations.
The winner of 105 Cannes Lions and PRovoke’s Global Creative Agency of the Year, Ketchum is the most creatively awarded firm in our industry. We’re equal parts human-centered and business-focused, empathetic and intelligent. As a global communications consultancy, we combine the deep industry and specialty expertise of boutique firms with global reach to find unexpected connections that lead to lasting relationships and work that matters. For more information on Ketchum, a part of Omnicom Public Relations Group, visit maintenance-ketchum-global.pantheonsite.io.
About Omnicom Public Relations Group
Omnicom Public Relations Group is a global collective of three of the top global public relations agencies worldwide and specialist agencies in areas including public affairs, marketing to women, global health strategy and corporate social responsibility. It encompasses more than 6,300 public relations professionals in more than 370 offices worldwide who provide their expertise to companies, government agencies, NGOs and nonprofits across a wide range of industries. Omnicom Public Relations Group delivers for clients through a relentless focus on talent, continuous pursuit of innovation and a culture steeped in collaboration. Omnicom Public Relations Group includes Fleishman Hillard, Ketchum, Porter Novelli and Marina Maher Communications and is part of the DAS Group of Companies, a division of Omnicom Group Inc. (NYSE: OMC) that includes more than 200 companies in a wide range of marketing disciplines including advertising, public relations, healthcare, customer relationship management, events, promotional marketing, branding and research.
About Omnicom Group Inc.
Omnicom Group (NYSE: OMC) is a leading global marketing and corporate communications company. Omnicom’s branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 70 countries. Follow us on Twitter for the latest news.
SOURCE Omnicom Public Relations Group