Today, I am pleased to announce that we have completed our acquisition of San Francisco based technology company, Ozmotik. The acquisition brings together AirPR’s industry-leading communications measurement solution with Ozmotik’s content marketing and analytics offering, creating a unified platform for companies to discover their most valuable earned media and to deliver it to its intended audience at scale.
Measuring Reader Engagement and Brand Impact
The addition of Ozmotik will provide communications teams with two important new metrics: Reader Engagement which measures if earned media is actually being read and how much of the content is being consumed; and Brand Impact which measures the influence that content is having on its readers. These insights perfectly complement the existing AirPR metrics of Power of Voice™ which measures the overall quality of content, and PR Attribution™ which connects content to actual business outcomes, for the first time.
Our customers can now measure content effectiveness across the entire consumer journey – from awareness and consideration, to purchase and revenue. This is the holy grail of communications measurement and creates direct alignment with other marketing and advertising channels.
Reach and Frequency with Credibility
Earned media coverage is extremely powerful. Brands are not built on what companies say about themselves, they are built on what others say about those companies. According to Nielsen’s Trust In Advertising Study, earned and owned media are the most trusted forms of marketing while trust in paid advertising is in decline. But while PR teams are both responsible for and deserve the credit for generating a company’s most valuable content, they have lacked the control and predictability that paid marketing enjoys. So, no matter how powerful a piece of earned media coverage is, it may never reach its intended audience at scale, or at the right time.
Now, with the addition of Ozmotik technology to our platform, once a brand has identified its most valuable earned media content, our system can automatically deliver this content to more of its target audience using digital media amplification. This capability empowers advertising teams with more impactful marketing content, and empowers PR teams with more control and predictability around who sees their media coverage, how frequently, and when.
The world of marketing and communications has changed, and we are changing with it. Our mission has always been to elevate our industry and empower our customers to capitalize on the greatest opportunities, however they present themselves. This includes the continued merging of earned, owned, and paid media strategies.
We call this practice of continuous storytelling, measurement, and amplification, “Growth PR.”
AirPR Changes Company Name to “Onclusive”
As a way to signal the broader strategy of our company, we are also announcing that AirPR is changing its company name to Onclusive.
The word Onclusive is derived from the words “conclusive” and “inclusive”. It was inspired by the idea of drawing a conclusion from data, and reaching a conclusive finding. It also relates to being inclusive in our scope of the media ecosystem, including all forms of communication in the modern world of marketing. And, it underscores that we are inclusive in our vision – seeing the most, and delivering the most and best information.
This is an exciting time in our industry, and a thrilling moment for our team. And while the name of our company has changed, our core values and mission have not. We remain committed to answering two fundamental questions for our customers; Which stories drive the most impact to my business? And, how do I tell my story to more of the right people? Our acquisition of Ozmotik will only further empower today’s marketing and communications teams to boost the bottom line, and to boost themselves.
And we’re just getting started.
–Dan Beltramo, CEO, Onclusive