MANAGEMENT SLANT
- At a macro level, “share of digital owned media to share of market” corresponds to the “share of paid media to share of market” mapped out in past studies.
- The effectiveness of digital owned media is influenced by the long-term trend of brand sales and the balance between paid media and owned media.
- There is synergy between paid and digital owned media that varies in effectiveness by category and in effectiveness of paid and owned media.
- When brands that invest less in paid media shift more of their marketing efforts to...