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Paid, owned, earned integration

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Article

This article provides an overview of how marketers can co-ordinate multiple media channels to amplify the impact of each and increase effectiveness.

Article

This article provides marketers with information and guidance on generating earned media.

Article

This article argues that the scale and reach of TV and social media are critical to the success of FMCG brands but that marketers need to consider the wider marketing ecosystem in order to deliver effective campaigns.

Article

This article provides marketers with information and guidance about attribution and marketing mix modelling.

Article

This paper explores how to create successful branded content, using the example of multinational retailer Wal-Mart which created branded entertainment films for its sponsorship of the Academy Awards in the United States.

News

LONDON: Implementing an effective paid, owned, earned (POE) media strategy is essential to increasing a brand's share of experience (SOE) and hence growing the brand itself, according to an industry figure.

Article

This article explores how to implement a media strategy capable of stretching across all types of media touchpoints, paid, owned, and earned.

Case Study

This case study describes how MORE TH>N, a UK insurance provider, partnered with MESH to understand how brand consideration changes, explaining the underlying factors that inform it, and how to plan marketing activity to optimise each stage of the path to purchase.

Case Study

This case study describes how LG, the South Korean consumer electronics company, plugged a knowledge gap in the complex path to purchase of its high-value products by understanding three elements of the shopper experience.

Article

This event report looks at how MGM Resorts International shifted its online marketing towards video to increase its reach on Facebook and other social media.

Article

In this webinar, Les Binet explains how marketing effectiveness works in the digital age, a topic covered in the Warc Toolkit 2017 of marketing trends.

Research Paper

This article looks at how a US study points the way for marketers to learn to balance spend to optimise impact and sales by having the right mix of paid advertising and owned-platform interaction.

Article

This event report outlines how Microsoft, the technology company, is using digital storytelling to engage consumers.

Article

This event report discusses how Delta Air Lines determines its standing with consumers based on their holistic experiences, rather than just responses to its paid-media output.

Article

This case study explains how Microsoft, the technology company, used social media analysis to compare engagement with its ads in the US.

Article

This article provides marketers with information and guidance on integrating media.

Research Paper

The combined effect of using television and social media simultaneously has created an opportunity to influence a large - hitherto not well-understood - group: the "earned audience." The current research is believed to be the first to explore the value (as opposed to volume) of the "earned audience" (users exposed to Tweets about television programs and their sponsors) on the Twitter platform.

Article

This event report considers an argument for a new media buying strategy that moves away from the current focus on TV and paid media.

Article

This article explains how brands get the most benefit from broadcast sponsorship when they develop it into a partnership, building a close association between program and brand with exclusive content and new products.

Article

This article argues that marketers often do not pay enough attention to budgets in their analysis.

Article

This article explains why marketers who truly want to embrace the consumer opportunity presented by the digital revolution must become content-led.

Article

This article explains why the Paid, Owned and Earned (POE) model of media planning that emerged in the digital age requires a new measurement solution, and presents a US-based analytics programme that adapts and connects a range of existing tools.

Article

This article sets out the growing trend of brands becoming "Social by Plan" - putting social at the heart of the planning and buying process - within the Paid Owned Earned media model.

Article

This article argues that brands should adopt an 'owned first' approach to brand building, focussing on user experience with a coherent purpose.

Article

This report guides users through the alcoholic beverage industry, looking at the state of the business, the marketing opportunities, with particular focus on millennials, and best practice case studies.