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Media (R)evolutions: How paid, owned, and earned media converge

Roxanne Bauer's picture

New developments and curiosities from a changing global media landscape: People, Spaces, Deliberation brings trends and events to your attention that illustrate that tomorrow's media environment will look very different from today's, and will have little resemblance to yesterday's.

When the internet first emerged as a medium (and still often today), digital and non-digital communication were separated into different silos within an organization. While this distinction has blurred for many, new distinctions based on revenue have developed: paid, earned, and owned media.

Paid media is often considered to be ‘traditional advertising’ and includes ads, paid search marketing, ‘pay per click’ advertising, and sponsorships. It usually involves targeting specific audiences in order to create brand awareness or develop new customers. Owned media is the content that an organization creates itself and includes an organization's website, blog posts, email newsletters, and social media. It usually involves targeting an organization’s existing community or current customers.

Earned media is the result of public relations and media outreach, ad campaigns, events, and other content that is created through an organization’s owned media. Brands may hire a PR firm to reach out to the media, influencers may pitch or demoralize a brand on TV and social media, and consumers may talk about an organization on social media or in product reviews.

 Paid, Owned, and Earned Media


Looking forward, however, paid, owned, and earned media are all becoming "converged media". Converged media utilizes multiple channels of paid, earned, and owned media and has a consistent storyline and messaging. As traditional media becomes increasingly digital and as people consume media on multiple platforms simultaneously, this trends will only increase.
 
 
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Source: Ogilvy via 6 plus 6 blog

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