AVE in the world of PR has nothing to do with the ancient greeting, wrongly associated to be common on gladiatorial arenas. Not only ancient history buffs know that “ave” is misleading. The significance of AVE (Advertising Value Equivalent) in PR and marketing actions is also a myth. Like gladiatorial salutations, the meaning of AVE in the realm of PR and marketing can be misleading.

Decoding AVE

AVE, or Advertising Value Equivalent, is a statistic frequently encountered in media monitoring tools. Although much of our media presence is online, it is easiest to explain with the example of print media. Suppose a review of our game occupies a page in a magazine. Its AVE is then equivalent to the cost of a full-page advertisement in that magazine. In the language of the digital world, this could be comparable to sponsored or native content.

The Pitfalls of AVE

• Inflated Values: AVE is inflated because the tools calculating it use "rate card" advertising prices, which are often inflated by the media themselves. This creates a cycle where media sales departments present higher prices in official offers, knowing that some companies settle based on AVE. A good PR agency can negotiate discounts, making it more advantageous to work with professionals.
• Mismatched Equivalents: Some equivalents, like sponsored articles, don't align well with regular editorial content. Readers, especially when content is marked as paid, may perceive sponsored content differently than unbiased opinions or editorial news. AVE fails to capture this nuance.
• Neglects Sentiment: AVE doesn't account for sentiment. For instance, a page-long review, whether the game received a 1/10 or 10/10, would have the same AVE. While it might add up neatly in a spreadsheet, it fails to address the core question: Is a 6/10 a positive or negative review?
• Publication Specifics Ignored: AVE does not consider the specificity of publications. An article about fishing in a niche magazine might have a lower AVE than a feature in a national weekly. However, niche publications could yield better results in brand awareness among a targeted audience.

AVE: Despite the Downsides, Why Do We Still Use It?

The answer lies in the lack of a better alternative. Large companies, in particular, need to report in numbers, and PR is notoriously challenging to quantify. Thus, AVE, flawed as it may be, remains a commonly used metric. It serves as a somewhat better option when nothing superior has been devised.

The calculation of AVE for social media adds another layer of complexity, especially when attempting to quantify the impact of controversial discussions. This debate-driven storm can end up in the balance sheet, showcasing the ongoing challenges in assessing the real value of social media discussions. The intricacies of AVE persist, leaving room for exploration and innovation in the evolving landscape of PR and marketing for video games.