GEEIQ Virtual World OMV Calculator

Campaign Details

Campaign Name

Campaign Type

Data Source

Select Experience

Default Integration Size This will be used as the default size for new integrations you add.

Default Integration Cost ($) This will be used as the default cost for new integrations you add. Each integration can have its own cost.

Experience Metrics

Total Visits

Average Session Time (seconds)

Likes

Favorites

Integration Metrics

Add multiple integrations below. Each can have different sizes, costs, and metrics. They will be combined for the total OMV calculation.

Integration #1

Integration Size

Integration Cost ($)

Estimate based on GEEIQ data Manual input

Experience Name

Period of Activation

Start Date

End Date

Integration Visits Number of users who actually visited your branded area/integration.

Integration Session Time (seconds) Average time users spent in your branded area.

Primary Brand Engagement Users who completed the main brand interaction (counted as "likes").

Secondary Brand Engagement Users who completed additional brand interactions (counted as "favorites").

Total Campaign Cost: $280,000

TikTok CPM: $5.88

TikTok Cost per Like: $0.10

TikTok Cost per Comment: $4.49

Average TikTok Session Time: 4.7 seconds

Instagram CPM: $7.49

Instagram Cost per Like: $0.21

Instagram Cost per Comment: $3.77

Average Instagram Session Time: 6.1 seconds

TikTok Influencer CPM: $4.25

TikTok Influencer Cost per Like: $0.07

TikTok Influencer Cost per Comment: $3.12

Average TikTok Influencer View Time: 5.2 seconds

Instagram Influencer CPM: $5.85

Instagram Influencer Cost per Like: $0.15

Instagram Influencer Cost per Comment: $2.89

Average Instagram Influencer View Time: 7.0 seconds

CPM ($)

Cost per Like ($)

Cost per Comment ($)

Avg. Session Time (sec)

Enter your internal benchmark values to compare against your own historical performance or industry-specific metrics.

Results

Total Owned Media Value

OMV / Cost Ratio

Value generated per dollar spent

Pending calculation

Calculate to see performance assessment

Component Breakdown

View Component

Based on visits and session time

Like Component

Based on likes/primary engagement

Comment Component

Based on favorites/secondary engagement

How is OMV calculated? ▼

Owned Media Value (OMV) is a metric used to estimate the monetary value of media coverage in terms of what it would have cost if a brand had paid for the same exposure through advertising.

The GEEIQ formula uses various social platform benchmarks as comparison points for Roblox activations:

OMV ($) = View component + Like component + Comment component View component = (# visits * CPM / 1000) * (Avg. session time / Platform Avg. Time) Like component = Likes/Primary Engagement * Cost per Like Comment component = Favorites/Secondary Engagement * Cost per Comment

For integrations with GEEIQ estimation:

Integration Visits = Host Experience Visits * Size Percentage Primary Engagement = Integration Visits * Primary Engagement Rate Secondary Engagement = Primary Engagement * Secondary Engagement Rate Size Percentages: - Large: 100% visits, 25% primary, 15% secondary - Medium: 20% visits, 40% primary, 20% secondary - Small: 1% visits, 75% primary, 50% secondary

Interpretation:

OMV/cost ratio = 1: Your virtual world activation has equivalent value to paid ads on the selected platform
OMV/cost ratio > 1: Your activation was more efficient than advertising on the selected platform would have been
OMV/cost ratio < 1: You might have achieved more exposure using the selected platform for the same budget

Important caveats:

Roblox costs include both production and placement, while social platform comparison only considers placement
With Roblox, the majority of the cost is upfront, so OMV can continue to grow with no additional cost
Engagement actions (likes, favorites) are generally harder to achieve on Roblox than on social platforms

Saved Campaigns

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