Planning for earned media

Kate Sirkin and Seraj Bharwani
Starcom MediaVest Group and Visible Measures Corp

A collaboration capitalising on large datasets and earned media campaigns has established a set of benchmarks to help plan earned media outcomes.

The term 'earned media' is all the rage in the CMO's office these days. For some CMOs, this form of media is just another way to extract incremental media efficiencies through exposures over and above what is paid for in media expenditures; for others it is a means to enhanced marketing effectiveness through consumer engagement (sharing, blogging, tweeting, etc.). Regardless of how the pursuit of earned media is justified by the advertisers, the question most planners haven't answered yet is: can earned media be planned and optimised in advance or is it just a random occurrence that should not be relied on for predictable outcomes?