Digging Deeper Down into the Empirical Generalization of Brand Recall: Adding Owned and Earned Media to Paid-Media Touchpoints

ZenithOptimedia’s Touchpoints ROI Tracker research, based on interviews with over 700,000 consumers in 47 countries, shows that across paid, owned, and earned consumer contact points, users of brands have a higher propensity to recall the brands that they use than non-users buying in the same category.

Digging Deeper Down into the Empirical Generalization of Brand Recall: Adding Owned and Earned Media to Paid-Media Touchpoints

Frank Harrison

ZenithOptimedia

Management slant

  • Users of brands have a higher propensity to recall seeing/hearing the brands that they use than non-users (other category buyers) of those brands across all paid, owned, and earned touchpoints. Though, on average, brand user recall is 1.7 times higher than non-user recall (the user multiplier), there is variance in the user multiplier by product category, brand size, market maturity, and ...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands