The document analyzes the relationship between paid media, owned media, and brand sales across 802 brands from 2010-2015. It finds that while share of paid media declines as market share increases, as predicted by the JPJ formula, share of owned media traffic continues to grow linearly with market share. Rising brands grow both paid and owned media share as their market share increases, while declining brands lose owned media share faster than paid media share. The analysis also examines differences in owned media metrics like mobile traffic and social interactions between higher- and lower-performing brands within various categories like retail banks and QSR.

1. Digital owned media effects and its synergy with
paid media on brand sales

2. John Philip Jones linked share of market to
share of spend in 1990
Source: John Philip Jones HBR 1990

3. Has the establishment of digital owned
platforms impacted this analysis?
• Does the volume traffic to brand websites and/or social brand sites
allow brands to deviate from the JPJ formula?

4. Methodology
• The study observed the relationship between paid and owned media
and sales across 802 brands in the US market
• 56 categories (i.e., Credit Cards) within 15 industries (i.e., Financial Services)
from 2010 to 2015.
• Brand sales data are from Bloomberg, Euromonitor, 10k and 10Q annual
reports.
• Brands’ online and offline media spending is the metric of paid media input
and is collected from Kantar and Pathmatics.
• Owned media input metrics are the unique visitors (UV) to brands’ desktop
and mobile sites from comScore.
• The other owned media input metrics are fans’ acquisition and interactions
on their social media sites (Facebook, Twitter, YouTube and Instagram) and
are collected from Publicis Media’s SocialTools.

5. Share of paid media (SOV) declines relative to
growth in share of market
0
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0.2
0.3
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0.5
0.6
0.7
0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8 0.9
SOV
SOM
All Brands All Categories
All Brands SOV Poly. (All Brands SOV)
As expected the results we
found echoed JPJ original
findings
Source: NWU/PM study; comScore; PM Social Tools

6. But share of owned media customer traffic
continues to grow as market share grows
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0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8 0.9
SOO
SOV
SOM
All Brands All Categories
All Brands SOV All Brands SOO Poly. (All Brands SOV) Poly. (All Brands SOO)
Share of customer traffic to
owned brand sites is a much
more linear growth to market
share growth
Source: NWU/PM study; comScore; PM Social Tools

7. Do brands with rising sales share act
differently to brands with falling sales share?
• Sub-divided brands by their 5 year compound sales growth rate
• Rising brands – 5 year CAGR grew by > +3%
• Static brands – less than 3% variance in CAGR
• Declining brands – CAGR fell by < -3%
• Key metrics
• PAID MEDIA: Share of voice within the brands category
• OWNED MEDIA: Share of traffic to brands web, mobile & social sites within
the brands category

8. Rising brands grow share of paid media and
owned traffic as category market share rises
0
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0
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0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8 0.9
SOO
SOV
SOM
Rising Brands
> 3% CAGR last 5 years
Rising Brands SOV Rising Brands SOO Poly. (Rising Brands SOV) Poly. (Rising Brands SOO)
Rising brands include all categories – CPG,
Retail, Luxury, Auto, Entertainment, etc
Brands with increasing share of
market have invested equally in
their paid media share of voice
AND their owned media share
of customer traffic
Source: NWU/PM study; comScore; PM Social Tools

9. But declining brands lose share of owned
traffic faster than paid media share
0
0.1
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0 0.05 0.1 0.15 0.2 0.25 0.3 0.35 0.4 0.45
SOO
SOV
SOM
Declining Brands
< -3% CAGR last 5 years
Declining Brands SOV Declining Brands SOO Poly. (Declining Brands SOV) Poly. (Declining Brands SOO)
Declining brands include all categories – CPG,
Retail, Luxury, Auto, Entertainment, etc
Brands with declining share of
market have invested more in
their paid media share of voice
than their owned media share
of customer traffic
Source: NWU/PM study; comScore; PM Social Tools

10. -0.3
-0.2
-0.1
0
0.1
0.2
0.3
0.4
0 0.05 0.1 0.15 0.2 0.25 0.3 0.35 0.4 0.45
SOO-SOM
Share Owned over Share of Ad Spend
Declining Brands
> -3% CAGR last 5 years
Rising Brands SOO-SOV Linear (Rising Brands SOO-SOV)
Comparing the segments shows that brands with
falling share have an imbalance to paid media
-0.5
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0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8 0.9
SOOoverSOV
Share Owned over Share of Ad Spend
Rising Brands
> 3% CAGR last 5 years
Rising Brands SOO-SOV Linear (Rising Brands SOO-SOV)
HIGHER
SHARE OF
OWNED
HIGHER
SHARE OF
PAID
HIGHER
SHARE OF
OWNED
HIGHER
SHARE OF
PAID
Source: NWU/PM study; comScore; PM Social Tools

11. Snapple
Pom Wonderful
Naked Juice
Ocean Spray
Simply Orange Juice
Floridas Natural
Motts
Sunsweet
-0.2
-0.15
-0.1
-0.05
0
0.05
0.1
0.15
0.2
0 0.01 0.02 0.03 0.04 0.05 0.06 0.07 0.08 0.09 0.1
SOOoverSOV
Share Owned over Share of Ad Spend
Juice - Rising/Static Brands
Juice Rising Brands SOO-SOV Linear (Juice Rising Brands SOO-SOV)
Tropicana
Capri Sun
Minute Maid
Welchs
V8D
o…
Sunny D
Juicy Juice
-0.2
-0.15
-0.1
-0.05
0
0.05
0.1
0.15
0.2
0 0.02 0.04 0.06 0.08 0.1 0.12 0.14 0.16
SOO-SOM
Share Owned over Share of Ad Spend
Juice - Declining Brands
Juice Declining Brands SOO-SOV Linear (Juice Declining Brands SOO-SOV)
Within categories we see the same behavior
for non-ecom categories: Fruit Juice
HIGHER
SHARE OF
OWNED
HIGHER
SHARE OF
PAID
Source: NWU/PM study; comScore; PM Social Tools

12. Bank Of America
JPMorgan Chase
Wells Fargo
Capital One
Ally Bank Charles Schwab
PNCTD
US Bank
BMO Harris Bank
-0.2
-0.15
-0.1
-0.05
0
0.05
0.1
0.15
0.2
0 0.02 0.04 0.06 0.08 0.1 0.12 0.14 0.16 0.18 0.2
SOOoverSOV
Share Owned over Share of Ad Spend
RetailBanks - Rising Brands
Bank Rising Brands SOO-SOV Linear (Bank Rising Brands SOO-SOV)
Citi
Fifth Third Regions
Santander
Citizens Suntrust
HSBC Bank USA
BBVA Compass Bank
-0.2
-0.15
-0.1
-0.05
0
0.05
0.1
0.15
0.2
0 0.01 0.02 0.03 0.04 0.05 0.06 0.07 0.08
SOO-SOM
Share Owned over Share of Ad Spend
RetailBanks - Static/Declining Brands
Bank S&D Brands SOO-SOV Linear (Bank S&D Brands SOO-SOV)
And with categories with a strong ecom element:
Retail Banks
HIGHER
SHARE OF
OWNED
HIGHER
SHARE OF
PAID
Source: NWU/PM study; comScore; PM Social Tools

13. Chick-Fil-A Restaurant
Dairy Queen Restaurant
Hardees Restaurant
In-N-Out Burger
Restaurant
Panda Express
Restaurant
Popeyes Fried Chicken
Restaurant
Sonic Restaurant
Taco Bell Restaurant
-0.2
-0.15
-0.1
-0.05
0
0.05
0.1
0.15
0.2
0 0.01 0.02 0.03 0.04 0.05 0.06 0.07 0.08
SOOoverSOV
Share Owned over Share of Ad Spend
QSR - Rising Brands
QSR Rising Brands SOO-SOV Linear (QSR Rising Brands SOO-SOV)
Arbys Restaurant
Burger King Restaurant
KFC Restaurant
McDonalds Restaurant
Pizza Hut Restaurant
Subway Restaurant
Wendys Restaurant
-0.2
-0.15
-0.1
-0.05
0
0.05
0.1
0.15
0.2
0 0.05 0.1 0.15 0.2 0.25 0.3 0.35
SOO-SOM
Share Owned over Share of Ad Spend
QSR - Static/Declining Brands
QSR S&D Brands SOO-SOV Linear (QSR S&D Brands SOO-SOV)
And with mixed categories:
QSR
HIGHER
SHARE OF
OWNED
HIGHER
SHARE OF
PAID
Source: NWU/PM study; comScore; PM Social Tools

14. We conclude share of owned traffic is an
important metric in all categories
• But like share of ad spend, there are several sub-metrics that make up
the share of owned that we have considered in the study
Owned Traffic
Brand Web
Sites
Brand Social
Pages
Desktop Site Traffic
Total Fans (FB, TW, YT!, Inst)
Mobile Site Traffic
Total Interactions
(Likes, Shares, Retweets, etc)
Sub-metric

15. Two metrics which Tier 3 brands consistently
underdelivered
1. Lower % of total web site traffic achieved via mobile
2. Higher ratio of total total fans per interaction on social
Tier % 2015 total web
traffic via mobile
2015 Total social
fans per interaction
Tier 1 & 2 (> -3% CAGR) 58% 2,800
Tier 3 (< - 3% CAGR) 49% 3,677
Source: NWU/PM study; comScore; PM Social Tools
Despite significant variations by category and platform we have found this
consistent pattern to be suggestive of an important consideration for brands

16. Social and Web sub-metrics become category
specific: Retail Banks
Source: NWU/PM study; comScore; PM Social Tools
Retail Banking
Category
% 2015 total web
traffic via mobile
2015 Total social
fans per interaction
Tier 1 & 2 (> -3% CAGR) 47% 511
Tier 3 (< - 3% CAGR) 38% 435

17. Social and Web sub-metrics become category
specific: QSR
QSR Category % 2015 total web
traffic via mobile
2015 Total social
fans per interaction
Tier 1 & 2 (> -3% CAGR) 67% 432
Tier 3 (< - 3% CAGR) 69% 887