owned media
- Past Event Highlights
- Article
Return on Media
Rameez Tase – Co-Founder and President, Antenna
Jaewon Royce Choi, Ph.D. – Assistant Professor, Louisiana State University
Larry DeGaris – Executive Director, Medill Spiegel Research Center, Northwestern University
Rameez Tase (Antenna), Jaewon Royce Choi (Louisiana State University) and Larry DeGaris (Northwestern University) presented research demonstrating the impact of paid and owned media on new subscription acquisitions, trial conversion rates and subscription cancellation for streaming services. Generally, better business outcomes were generated using paid and owned media together; however, not all combinations yield positive outcomes. Marketing mix models need to account for both synergy and dis-synergy. Key takeaways:- Brands need to spend money on paid media.
- Owned media amplifies the effects of paid media after paid media spend thresholds are met. Owned media can complement but not replace paid media.
- However, synergy is not guaranteed. Owned media can reduce the effects of paid media under certain conditions so testing is critical.
- Media mix models should include paid, owned, earned and shared media. Misattribution and misguided investment decisions can result from failure to credit owned channels for outcomes.
