Media Mix Modeling 2.0: The fine art of blending and mixing paid and earned media to build brands

This paper covers market research firm Nielsen's findings from a study looking into the interplay between paid and earned media, with specific reference to the link between TV advertising and social media.

Media Mix Modeling 2.0: The fine art of blending and mixing paid and earned media to build brands

Pete BlackshawNielsen

Summary

Improvements in online measurement and the growing adoption of consumer listening platforms are laying foundation for a new framework for maximizing brand value through mixing and weighting "Paid" and "Earned" media online that we might refer to as "Media Mix Modeling 2.0." Paid and earned media complement and reinforce one another, especially with correct levels of brand readiness, agility, advocacy and latency working in the background. This paper will provide marketing and research stakeholders with a framework and...

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