The surge in digital platforms has disrupted the media-spend equation, prompting questions about how brands’ investment in paid and digital owned media affects brand sales. Analyzing 838 brands in 14 product and service categories, a trio of researchers wanted to find out how the synergies, or interactions, between these two different types of media influenced brand sales. To do that, they performed complex statistical analyses that expanded on earlier work in measures of advertising intensity, i.e. ad spend relative to a company’s resource base (the greater the advertising intensity, the smaller the information gap between the company and its customers).
Read the JAR summary.