Point of view: Power of sharing
Joe Mandese
Big Madison Avenue agencies like to divide the world of media models into neat little piles that are easy for them to understand and manage. In the old days, it was things like ‘reach and frequency,’ GRPs and CPMs. These days, it's the holy trinity of ‘paid, owned and earned’.
Paid, of course, is good old-fashioned ad-supported media that agencies plan and buy, and place their ad campaigns on. Owned is branded content or sponsorships that they either create for the client's brand or wrap the brand around. And earned describes media...