The growth in digital platforms and resulting increase in digital ad spending have prompted questions about how synergies between a brand’s paid and digital owned media affect brand sales. To provide answers, a trio of researchers analyzed 838 brands in 56 subcategories across 14 product and service categories – a much larger set of ad categories and media types than had been studied before.
Overall, they found that paid and owned media together were more effective than either alone and that a brand’s product category and subcategory, its long-term sales trends, and its balance of paid media and owned media influenced the effectiveness of owned media and paid media.
Among the budgeting implications from this study:
Rob Jayson is EVP, Lead, Insights and Analytics at the media agency USIM in New York City. He conducted the research when he was global lead, branded applications, at Publicis—one of several leadership positions he has had at major media agencies over the past 25 years.
Martin P. Block is a Professor of Integrated Marketing Communications at the Medill School of Journalism, Media, Integrated Marketing Communications (IMC) at Northwestern University. In addition to his academic career, Block has consulted for various companies, including Allstate, General Mills, Hewlett Packard, IBM, Kraft Foods, Miller Brewing, 3M, T. Rowe Price, and
Visa International. His work can be found in books he has authored and in book chapters, academic research journals, and trade publications.
Yingying Chen is a doctoral student in information and media at Michigan State University.