Paid, Owned, Earned Media Amit Seth@aseth EVP, Global Media Products @nielsenwire Nielsen @nmincite #AdTechSF
Understanding Paid-Owned-Earned media is morecritical than everThe media environment has undergone radical change over the lastdecadeRecent research from Nielsen illustrates the powerful impact social mediacan have on brand healthEvidence demonstrates how an integrated Paid-Owned-Earned mediastrategy can drive powerful results in this new environmentMarketers want a way to understand and measure the effectiveness ofadvertising in this rapidly evolving environmentUnderstanding and measuring Paid-Owned-Earned creates exciting newopportunities for companies to harness the power of Earned media
Our Advertising Effectiveness framework measuresacross multiple platforms Did the media Did the campaign Did the campaign placement deliver generate the desired generate the desired engaged viewers? brand results? behavioral effects? WHO DID MY CAMPAIGN HOW DID MY ADVERTISING IMPACT HOW DID MY ADVERTISING IMPACT REACH? THE DESIRED BRAND PERCEPTIONS? THE DESIRED BEHAVIORS? Reach Resonance Reaction Buzz Reach Buzz Brand Effect Buzz Response EffectOffers a unique view of exposure Analyzes the impact of exposure Analyzes the impact of exposure to online buzz to buzz on brand perception to buzz on consumers’ online (clickstream) behavior
Paid, Owned and Earned defined Paid Owned Earned • Definition • Definition • Definition • Display ads • Website • Blogs/Boards • TV/Video ads • Social Media account • Social Networks • Paid search • Online embeddable • Consumer ratings assets • Organic search • Benefits • Immediate returns • Benefits • Benefits • Easily measurable • Cost efficient • Straight from • “Easy” reach buy • Controlled consumers • Well understood • Lives forever • Challenges • Challenges • Challenges • Low response rates • Need to build • No control over what is • Not cool consumer trust shared • Hard to build reach • Hard to quantify impact • Hard to know representativeness
Data fusion allows analysis of exposure andimpact across media types and platforms Online Online Buzz Ads and Search PAID EARNED TV TV Print OWNED Print Organic Search Embeddable Online Sites and Online and Videos Assets
Thank you!Amit Sethamit.firstname.lastname@example.org @aseth@aseth @nielsenwire @nmincite #AdTechSFState of the Media: The Social Media Report Q3 2011http://www.nmincite.com/?p=5412
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