The document discusses how the traditional categories of paid, owned, and earned media are blurring together. It notes that brands now manage multiple channels, with marketing, PR, social media, and other teams all involved. New forms of content integration across channels mean that advertising includes user-generated content, social platforms have sponsored posts, and search engines factor in social engagement. The lines between paid, owned, and earned media are becoming less clear as these spaces converge.

1. Paid, Owned & Earned
The blurring boundaries
Hayden Sutherland
Ideal Interface
30 March 2012

2. For the last few years..
• Paid, Owned & Earned has become a popular
way to categorise the range of media available.
• Often seen as an evolution of the channels
– Owned
• Controlled by a brand
– Paid
• Brand pays
– Earned
• Customers create & continue

3. Paid, Owned & Earned
http://blogs.forrester.com/interactive_marketing/2009/12/defining-earned-owned-and-paid-media.html

4. Each has its own media space
Owned Paid
Earned

5. With its own media
Online
Website
Display
Owned Twitter Paid TV, Paid
Account Search Radio,
Print
Facebook
Page Sponsorship
Social
Engagement
WOM
Earned

6. But the lines are blurred ….

7. …. and may even not exist now
Online
Website
Display
Owned Twitter Paid TV, Paid
Account Search Radio,
Print
Facebook SEO?
Page Sponsorship
Social
Engagement
WOM
Earned

8. And who manages them now?
Marketing?
Online
Website
Display
Owned Twitter Paid TV, Paid
Account Search Radio,
Print
Facebook SEO?
Page Sponsorship
Social
Engagement
WOM
PR & Social?
Earned

9. And who manages them now?
Marketing?
Online
Website
Display
Owned Twitter Paid TV, Paid
Account Search Radio,
Print
Facebook SEO?
Page Sponsorship
Social
Engagement
WOM
PR & Social?
Earned

10. And who manages them now?
Marketing?
Online
Website
Display
Owned Twitter g
Paid TV, Paid
Account Search Radio,
Print
Facebook SEO?
Page Sponsorship
Social
Engagement
eCommerce? WOM
PR & Social?
Earned

11. Are paid, owned & earned
becoming one?
• Facebook ads are now integrating content from brand
pages & your social graph
• Adverting now includes real-time UGC
• Twitter now has sponsored content
• PR agencies are requesting budget from marketing
spend
• Social Engagement is now done via the corporate
website
• Search Engines now include “social signals” in rankings

12. Hayden Sutherland
www.idealinterface.co.uk
Copyright © 2012 Ideal Interface Ltd.