Earned media value for virtual-world brand activations
The public OMNI-EMV methodology and reporting architecture.
Earned Media Value Evidence Standard
An 18-control disclosure checklist for auditing earned media value claims across virtual worlds, social media, creators and press without exposing proprietary model coefficients.
Standard updated August 12, 2026 · Version 1.0 · Source: ROLearn Intelligence, OMNI-EMV Evidence Standard v1.0
How to use the standard
Mark each control pass, fail, not applicable or not disclosed. A complete checklist does not certify an earned media value result. It shows whether the result can be traced, challenged and reproduced, and whether media equivalence has been kept separate from brand lift, revenue and ROI.
Research files
- Audit checklist (CSV)Use one row per control to audit an activation or vendor report.
- Machine-readable standard (JSON)Versioned control definitions for a measurement workflow or data room.
- BibTeX citation (BibTeX)Citation metadata for reference managers and research notes.
- RIS citation (RIS)Portable citation record for common bibliography tools.
| Control | Evidence required | Pass condition | Common failure |
|---|---|---|---|
| 01. Decision and objective | Named decision, audience and communication objective | The EMV estimate answers a stated media question | A large number is produced without a decision it informs |
| 02. Campaign boundary | Activation, market, platform, geography and dates | Included activity falls inside a fixed scope | Lifetime views are mixed with a short campaign window |
| 03. Earned, paid and owned policy | Classification rule for every media object | Paid and owned distribution remain separately visible | Sponsored creator views are labelled earned |
| 04. Attribution rule | Keywords, handles, links, creative markers and review rule | Every included object is traceable to the activation | All brand conversation is assigned to the campaign |
| 05. Qualified in-world exposure | Defined exposure event beyond raw place load | Visits and qualified exposure are reported separately | Every join is treated as a viewed brand impression |
| 06. In-world attention | Dwell, completion or interaction evidence tied to exposure | Time and actions use fixed qualification thresholds | Total session time is assigned to one branded element |
| 07. Social media evidence | Post-level views, watch time or engagements by platform | Each network stays in its native unit before normalization | Followers, impressions and video views are added directly |
| 08. Creator disclosure | Contracted creators, fees and paid distribution flags | Purchased delivery is removed from earned totals | Organic and contracted creator reach are blended |
| 09. Press readership | Article-level audience estimate and derivation | Potential reach and estimated readership are distinguished | A publisher's monthly audience is assigned to one article |
| 10. Media-object deduplication | Canonical URL, post or video identifier | Syndication, embeds and reposts follow a stated rule | One object is counted repeatedly across monitoring tools |
| 11. Audience overlap | Observed identity or bounded overlap assumption | Cross-channel reach is not added without reconciliation | The same person becomes a new audience in every channel |
| 12. Invalid and non-human activity | Platform filters, bot rules and anomaly review | Known invalid activity is excluded and unknown risk disclosed | Raw public counters are accepted as verified human attention |
| 13. Relevance and prominence | Rule for brand centrality, placement and creative visibility | Passing mentions and substantive coverage are not equal | A logo in the background receives full-content value |
| 14. Sentiment governance | Classifier, language coverage and human-review threshold | Material mixed or negative items receive review | Every mention is automatically treated as positive value |
| 15. Market comparable | Market, format, audience, date and rate source | The comparable resembles the attention being valued | One blended CPM is applied to every country and format |
| 16. Time and decay policy | Collection window and treatment of later discovery | Late views follow a predeclared inclusion rule | The window expands until the desired total is reached |
| 17. Uncertainty and coverage | Input ranges, missing channels and evidence grade | Result includes a range and coverage statement | Modeled inputs produce a precise point estimate |
| 18. Outcome separation and reproducibility | Versioned ledger, assumptions and separate outcome record | An auditor can trace the estimate; ROI remains separate | Media equivalence is relabelled revenue, profit or causal impact |
Source: ROLearn Intelligence, OMNI-EMV Evidence Standard v1.0Sources reviewed Aug 12, 2026
How this resource is maintained
The standard converts the public governance layer of OMNI-EMV into pass-or-disclose controls. It tests whether a reported earned media value can be traced to an objective, campaign boundary, attributable evidence, channel-native units, paid-versus-earned classification, audience-overlap policy, market comparable and uncertainty range. It does not disclose or validate ROLearn's proprietary coefficients, thresholds, benchmark tables, weighting order or executable formula. Passing the checklist means the estimate is inspectable; it does not prove business impact or ROI.
Read the full OMNI-EMV methodology. To report an outdated control, source or access description, email [email protected].
Continue the measurement system
Brand activation measurement playbook
The broader player-journey and business-outcome measurement system.
Virtual-world measurement sources
The maintained primary-source directory behind the standard.
The Virtual Economy Brief
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