EMV · Earned Media Value Benchmarks for Italy

Per-engagement cost benchmarks from two independent methodologies. The public consensus averages what major agencies and aggregators publish. The portfolio column shows what our first-party campaigns actually achieve. Both are useful; they answer different questions.

Public Consensus

Updated 1 May 2026

Averaged from Ayzenberg, Buzzoole, IAB Italy, Influencer Marketing Hub, Kolsquare.

PlatformFormatReactionViewCommentShareSave
InstagramFeed€0.100€0.008€0.800€1.500€0.600
InstagramReels€0.080€0.010€0.600€1.200€0.500
InstagramStories€0.060€0.006€0.500€0.800·
TikTokIn-feed€0.050€0.005€0.400€1.000€0.300
TikTokin_feed_image€0.045€0.004€0.360€0.675€0.270
YouTubeLong-form€0.150€0.030€1.500€2.000€1.002
projected
YouTubeShorts€0.060€0.010€0.600€1.000·

Sentia Portfolio

Updated 1 Jun 2026

From optimized first-party campaigns running real objectives across our portfolio. Not media-agency reports. Optimized campaigns naturally yield different per-engagement costs than agency-reported averages. Both methodologies are useful.

PlatformFormatReactionViewCommentShareSave
InstagramFeed€0.280€0.030€0.800€1.500€0.600
InstagramReels€0.770€0.005€0.600€1.200€0.500
InstagramStories€0.060€0.006€0.500€0.800·
FacebookFeed€0.399€0.011€0.800€1.500€0.600
FacebookReels€0.100€0.008€0.800€1.500€0.600
FacebookStories€0.100€0.008€0.800€1.500€0.600
TikTokIn-feed€0.033€0.003€0.264€0.495€0.198
TikTokin_feed_image€0.045€0.004€0.360€0.675€0.270
YouTubeLong-form€0.167€0.013€1.336€2.505€1.002
YouTubeShorts€0.150€0.006€0.600€1.000·

Methodology

Read full methodology →

Public Consensus averages per-engagement EMV values published by industry sources including Kolsquare, Ayzenberg, Influencer Marketing Hub, Buzzoole, and IAB Italy. The monthly refresh searches for the most recent benchmarks, extracts the numbers via LLM, and computes a median band across the sources that pass recency checks.

Sentia Portfolio derives costs from actual spend on first-party campaigns running across our managed Meta and YouTube portfolios. We aggregate the last 120 days of ad data by platform and format, computing effective cost per engagement type. These are measured values from campaigns optimized for real objectives, not agency-reported averages.

Cells flagged projected apply Public Consensus ratios where first-party data is not yet available for that specific engagement type (comments, shares, saves). Measured first-party values will progressively replace projections as the ingestion pipeline matures.