Point of view: Power of sharing

These days, agencies like to divide media into 'paid, owned and earned'. Lately, another term has been gaining currency shared media, which is essentially what used to be called viral media.

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...

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