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

PlatformFormatLikeViewCommentShareSave
InstagramFeed€0.095€0.014€0.018€0.006€0.004
InstagramReels€0.062€0.009€0.011€0.008€0.005
InstagramStories€0.130€0.019€0.003€0.002€0.001
TikTokIn-feed€0.038€0.005€0.007€0.004€0.002
YouTubeLong-form€0.160€0.022€0.025€0.010€0.003
YouTubeShorts€0.027€0.004€0.004€0.003€0.001

Sentia Portfolio

Updated 1 May 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.

PlatformFormatLikeViewCommentShareSave
InstagramFeed€0.082€0.012€0.018€0.006€0.004
InstagramReels€0.055€0.008€0.011€0.008€0.005
InstagramStories€0.110€0.015€0.003€0.002€0.001
TikTokIn-feed€0.031€0.004€0.007€0.004€0.002
YouTubeLong-form€0.140€0.018€0.025€0.010€0.003
YouTubeShorts€0.022€0.003€0.004€0.003€0.001

Methodology

Public Consensus averages per-engagement EMV values from published industry sources including Kolsquare, Ayzenberg, Influencer Marketing Hub, Buzzoole, and IAB Italy. Each monthly refresh searches for the latest published benchmarks, extracts numbers via LLM, and computes a mid-band across all sources that passed freshness checks.

Sentia Portfolio derives costs from the real spend of first-party campaigns running across our managed Meta and YouTube portfolios. We aggregate the last 120 days of ad data, group by platform and format, and compute the effective cost per engagement type. These numbers reflect optimized campaigns with real objectives, not agency-reported averages.

Fields marked projected are filled using public-consensus ratios because first-party data is not yet available for that engagement type (comments, shares, saves). The underlying first-party data will replace projections as the ingestion pipeline matures.