At KFC we hadn’t been charging partners to use our owned channels. Sonder were instrumental in assessing our true worth and gave us the confidence to start valuing our assets as media channels. It made us reconsider how we use our assets with commercial partners like PepsiCo & Unilever.
KFC weren’t interested in monetising their owned media assets through advertising. They wanted to understand the value of their owned media assets to change the way they planned their communications across Paid, Owned and Earned media.
They also wanted to leverage the value of the media they had been giving away to partners and suppliers. Using our MAVmetric tool we assigned a commercial value to each and every one of KFC’s owned media assets.
We were able to calculate the per annum owned media asset value which they could leverage in their future negotiations with suppliers. Extracting value from owned media isn’t just about allowing advertisers on your assets.
Businesses we work with have owned assets valued between $3M and $256M