How Synergy Effects of Paid and Digital Owned Media Influence Brand Sales: Considerations for Marketers When Balancing Media Spend

Research is ongoing about how investment in paid media and digital owned media drives changes in brand sales.

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...

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