Methodology · 5 min read
What Media Impact Value actually measures
A plain-English breakdown of how reach, engagement, platform, and format combine into one figure.
Media Impact Value exists to answer the one question clients keep asking: what was this campaign actually worth? Raw reach doesn't answer it — a million impressions on a skipped story and a million on a saved, shared reel are not the same million. A pile of screenshots answers it even less.
MIV starts from the deliverable, not the campaign. Every post, story, reel, and article earns value from its own reach and engagement. Those inputs are then weighted by the platform and format the coverage ran on, because context changes what attention is worth: a long-form review that ranks in search keeps paying out for months; a story disappears in 24 hours.
The weights are the honest part. They're visible, configurable per workspace, and applied the same way to every deliverable — which means when a client asks how you got the number, you can walk them through it line by line instead of gesturing at a methodology slide.
Add the lines up and you get a single monetary figure for the campaign. Not because one number tells the whole story, but because one number is what travels — into the client's board deck, their budget conversation, and their decision to renew.
The test of a good MIV isn't that it's big. It's that it survives the client's questions. That's the standard we build to.