How Paid, Earned & Owned Media Drive Success

When budgets are tight, it's tempting to focus on earned and owned media over paid media promotion. But marketers need to know the growth penalty of that strategy. Brands that use paid media typically grow three times faster than those that rely on owned and earned media alone, according to recent international research from the Institute of Practitioners in Advertising (IPA), as reported by The Drum. At the same time, paid media is more effective when coupled with earned and owned media. IPA research shows that owned media, which includes brand websites, blogs and social media sites, typically increases the effectiveness of a paid ad campaign by 13%. Meanwhile, earned media, which includes online mentions, shares, re-posts and reviews, increases the effectiveness of a paid campaign by a larger 26%. The IPA examination of media marketing further finds that emotion is a vital ingredient to success, and that television advertising continues to be the most powerful in delivering emotional engagement. Researchers report that adding television advertising increases a promotional campaign's effectiveness by 40%, for example. The growing use of video-on-demand and online video has turbocharged video impact: IPA's research shows a 54% increase in the average number of "very large" business effects from adding television and online video together. For more on balancing paid, earned and owned media, as well as brand-building vs. targeted sales promotion, see our post: http://www.acculistusa.com/creating-powerful-synergy-with-paid-owned-earned-media/