British, Business

British businesses are missing out on billions of pounds by not recognising the true value of their owned media assets that can be used to market other brands.

22.11.2016 - 08:30:36

British Business Missing out on Billions Every Year by Not Monetising Owned Media Assets. Websites, stores, social media channels, real estate, packaging and catalogues, are all examples of assets that could be commercialised.

MAVmetric is already proven on multi-million dollar businesses like KFC and George Weston Foods (GWF), a wholly owned subsidiary of Associated British Foods, who have already used early versions of the tool to optimise their owned media infrastructure.

According to research conducted by Sonder from 57 worldwide companies, 96 percent of global businesses use their owned media assets to communicate with their customers. However, only 12 percent actually know the value of their owned assets. The overwhelming majority of business are therefore not carrying the asset value on their balance sheets, potentially hugely under-valuing their business.

In fact, an audit of Royal Mail using MAVmetric revealed the postal service company is sitting on £1.35BN in media asset value or MAV. This, if commercialised, could amount to £647Min additional revenue per annum. For one, if the company created video content on its site and attracted just 25 per cent of their audience to watch it, they could expect a further £38M a year.

The patent-pending software applies multiple algorithms to a company’s owned media assets, such as their website, in-store and physical assets, to determine the overall media asset value of the business. MAVmetric also calculates the annual commercial potential a business could expect to generate, the audience footprint and how to create additional media asset value in the future.

Sonder co-founder Angus Frazer explains, “Airlines and retailers have long recognized the value of their website, stores, transport and packaging as media vehicles for other brands. With MAVmetric going live, there is now a real opportunity for organizations of all sizes to quickly and accurately value their assets and leverage untapped revenues. The whole valuation process takes less than ten minutes.”

KFC CMO Catherine Tan was surprised at the additional value MAVmetric found.

"Whilst we leverage our own channels quite well at KFC, using MAVmetric has been insightful in assessing their true value. We were able to assign a value to every asset, which made us consider our owned media in a new light. It is changing the way we think about communication and how we value our assets with partners."

GWF Marketing & Innovation Director, Graeme Cutler believes MAVmetric has enabled the company to realise optimum value from their assets.

“Across the Tip Top range, we sell in excess of 17 million loaves of bread a month. This converts to a significant number of customer connections every day. Working with Sonder and their MAVmetric tool, we were able to calculate the commercial potential of our bread packaging. We now operate like a media owner, partnering with complimentary brands and realising maximum value from our assets.”

MAVmetric identifies three ways to leverage your assets for material impact:

Commercialise your assets with other brands Improve supplier terms Optimise the size and influence of your own audience

With 68 per cent of the companies surveyed saying they would try MAVmetric, it promises to kick-start a revolution in how owned assets are valued and commercialised.

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About Sonder Communications
Sonder Communications is the world’s first owned media specialists. Our mission is to help businesses unlock the power of their owned media assets. We find ways to optimise owned assets for commercial gain and more effective marketing. Sonder was founded by two leading media experts with over 30 year’s experience growing businesses of all sizes, across multiple countries around the world. MAVmetric is a registered trademark and has a patent pending.


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