By Jeff Gilder – Founder, WingDing MEDIA™ & Creator of MVR
More than two decades ago, I introduced a concept that challenged the way marketers evaluate success. While the rest of the world focused narrowly on sales-based ROI, I coined the term Marketing Value Return (MVR) to reflect a more accurate, media-centric view of value. Now, 23 years later, the idea is more relevant than ever—especially in the evolving landscape of digital streaming, sponsorships, and content marketing.
At WingDing MEDIA™, we’ve built AdVantage™ around this exact principle. We believe it’s time to stop undervaluing exposure, impressions, and reach just because they don’t show up in a revenue report. That’s where MVR and MVE come in.
What is Marketing Value Return (MVR)?
MVR = Market Value of Impressions – Actual Spend
Let’s say you pay $10 CPM (cost per thousand impressions) for advertising through AdVantage™, but comparable platforms charge $15 CPM for the same reach. That $5 differential is your Marketing Value Return. You’ve captured more media value than you paid for—and that’s real ROI.
We don’t just run ads. We create leverage.
Enter Media Value Equivalent (MVE)
Where MVR focuses on the relative spend, Media Value Equivalent (MVE) addresses the total value.
Imagine you run a 30-second commercial inside one of our original WingDing shows, and that show pulls 3 million views. At an industry-standard $20 CPM, that commercial space is worth $60,000. But if you paid $1,800 for your campaign, your MVE is enormous.
MVE = Estimated Media Cost of Exposure
For sponsors, advertisers, and clients looking to stretch their budgets, this metric proves what you’re really getting—far beyond what’s printed on an invoice.
Why MVR and MVE Matter Now More Than Ever
The digital content landscape has exploded. Between YouTube, FAST channels, OTT apps, and social media, brands have more places than ever to appear—and more ways to get lost in the noise. Traditional ROI models miss the mark in this environment.
That’s why AdVantage™ was built to deliver disproportionate value. Using the principles of MVR and MVE, we track and demonstrate the true media impact our clients receive.
This isn’t theory—it’s value, in real dollars, and it’s reshaping how we define success in media.
The Bottom Line
MVR and MVE are ROI. They just measure the return differently—by recognizing the media value of exposure, not just sales attribution. If you’re still using only old-school ROI to measure performance, you’re missing the bigger picture.
At WingDing MEDIA™, we don’t just distribute content—we deliver value.
Let’s redefine your ROI with AdVantage™.