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Paid-Owned-Earned Media - AdTech SF - Apr 3 2012
1. Paid, Owned, Earned Media
Amit Seth
@aseth
EVP, Global Media Products
@nielsenwire Nielsen
@nmincite
#AdTechSF
2. Understanding Paid-Owned-Earned media is more
critical than ever
The media environment has undergone radical change over the last
decade
Recent research from Nielsen illustrates the powerful impact social media
can have on brand health
Evidence demonstrates how an integrated Paid-Owned-Earned media
strategy can drive powerful results in this new environment
Marketers want a way to understand and measure the effectiveness of
advertising in this rapidly evolving environment
Understanding and measuring Paid-Owned-Earned creates exciting new
opportunities for companies to harness the power of Earned media
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7. Our Advertising Effectiveness framework measures
across multiple platforms
Did the media Did the campaign Did the campaign
placement deliver generate the desired generate the desired
engaged viewers? brand results? behavioral effects?
WHO DID MY CAMPAIGN HOW DID MY ADVERTISING IMPACT HOW DID MY ADVERTISING IMPACT
REACH? THE DESIRED BRAND PERCEPTIONS? THE DESIRED BEHAVIORS?
Reach Resonance Reaction
Buzz Reach Buzz Brand Effect Buzz Response Effect
Offers a unique view of exposure Analyzes the impact of exposure Analyzes the impact of exposure
to online buzz to buzz on brand perception to buzz on consumers’ online
(clickstream) behavior
8. Paid, Owned and Earned defined
Paid Owned Earned
• Definition • Definition • Definition
• Display ads • Website • Blogs/Boards
• TV/Video ads • Social Media account • Social Networks
• Paid search • Online embeddable • Consumer ratings
assets • Organic search
• Benefits
• Immediate returns • Benefits • Benefits
• Easily measurable • Cost efficient • Straight from
• “Easy” reach buy • Controlled consumers
• Well understood • Lives forever
• Challenges • Challenges • Challenges
• Low response rates • Need to build • No control over what is
• Not cool consumer trust shared
• Hard to build reach • Hard to quantify
impact
• Hard to know
representativeness
9. Data fusion allows analysis of exposure and
impact across media types and platforms
Online
Online Buzz
Ads and
Search
PAID
EARNED TV
TV
Print
OWNED
Print
Organic
Search
Embeddable Online Sites
and Online and Videos
Assets
10. Thank you!
Amit Seth
amit.seth@nielsen.com @aseth
@aseth
@nielsenwire
@nmincite
#AdTechSF
State of the Media: The Social Media Report Q3 2011
http://www.nmincite.com/?p=5412
