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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.
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