Page 13 - index
P. 13
RESEARCH, ANALYSIS & TRENDS
Paid Media and Owned Media
are converging
The role of Paid Media surprised the study authors of
What role do paid, owned and earned media play on C3 and the fact that it is still relatively high, even in the
the way to purchase?
final phase.
The study "Converged Media" of C3 and Burda Com-
munity Network (BCN)” intends to answer exactly this Because the proportion of Paid Media is almost as high
question, concluding that paid and owned are growing with 34% as that of Earned Media (36%). Now it could
together but differently than often assumed. be assumed that recommendations given in the final
stages of a purchase turn the balance, causing the
classical brand communication taking a back seat. Be-
The distribution of media use on the way to purchase sides, it could mean that advertising is able to serve as
surprised the study authors, because the interaction of an adviser, if coming across as being honest and being
Paid, Owned and Earned Media turned out to be differ- able to communicating the brand's values.
ently than previously thought.
All the more important is a consistent strategy across
Commonly, it has been assumed that the use of Owned all channels, summarizes C3 Managing Director Gregor
Media – hence, content from social media, corporate Vogelsang, concluding that this means that content
websites or blogs - would rise in steps throughout the marketing won’t work without paid, asserting that com-
individual phases of the purchase process up to the panies will achieve a much higher value across all
actual purchase. Instead, social media content already channels and finally a higher ROI with a consistent
plays an important role at the beginning of the purchase strategy for their clients than by individual invest-
decision process: 43% of the consumers’ surveyed use ments.◊
Owned Media content from the beginning.
By Daniela La Marca
Paid Media and Owned Media
are converging
The role of Paid Media surprised the study authors of
What role do paid, owned and earned media play on C3 and the fact that it is still relatively high, even in the
the way to purchase?
final phase.
The study "Converged Media" of C3 and Burda Com-
munity Network (BCN)” intends to answer exactly this Because the proportion of Paid Media is almost as high
question, concluding that paid and owned are growing with 34% as that of Earned Media (36%). Now it could
together but differently than often assumed. be assumed that recommendations given in the final
stages of a purchase turn the balance, causing the
classical brand communication taking a back seat. Be-
The distribution of media use on the way to purchase sides, it could mean that advertising is able to serve as
surprised the study authors, because the interaction of an adviser, if coming across as being honest and being
Paid, Owned and Earned Media turned out to be differ- able to communicating the brand's values.
ently than previously thought.
All the more important is a consistent strategy across
Commonly, it has been assumed that the use of Owned all channels, summarizes C3 Managing Director Gregor
Media – hence, content from social media, corporate Vogelsang, concluding that this means that content
websites or blogs - would rise in steps throughout the marketing won’t work without paid, asserting that com-
individual phases of the purchase process up to the panies will achieve a much higher value across all
actual purchase. Instead, social media content already channels and finally a higher ROI with a consistent
plays an important role at the beginning of the purchase strategy for their clients than by individual invest-
decision process: 43% of the consumers’ surveyed use ments.◊
Owned Media content from the beginning.
By Daniela La Marca
