Media planning: Create a brand POEM

Dr Marnix van Gisbergen
Academy for Digital Entertainment, NHTV Breda University of Applied Sciences

Dennis Hoogervorst, Stefanie Kreek and Robert Witteman
Sanoma Media Netherlands

Media planning that combines paid and owned media is the best strategy for brand building, while consumers trust earned media the most, according to research from the Netherlands.

In 2014, advertisers and media agencies face challenging times. While media budgets decline or stabilise, opportunities to connect brands with consumers via media increase. As such, research is needed to explain how budget can be divided most effectively across the different types of media. To comprehend the complex and changing media landscape, new media typologies appeared. A relatively new, but popular, typology is the distinction between paid (e.g. via advertising), owned (e.g. brand-owned websites and Facebook pages) and earned media (e.g. consumer shared information via social media).