https://econsultancy.com/blog/65560-what-s-the-difference-between-paid-owned-and-earned-media#i.18o2rshgcdd4xx
We discussed that Display advertising has three main
components: media, audience, and creative. It is important that a brand pay
attention to all three buckets and ensure that distribution (which I believe
falls under both media and audience buckets) is considered, in addition to
creating great content. Some marketers mistakenly assume that if they create
content, it will distribute itself. However, viral content is often a fluke and
typically unpredictable. Most great content needs a little "push" via
distribution efforts (hence, digital marketing or “paid media”). On the
flipside, it doesn’t make sense to throw a lot of money and “force” views at
poor content. This is where creative testing can be crucial, per class
discussion. An efficient way to reach your target audience is by partnering
with your distributer. The example described in AdAge is PacSun’s content
creation with StyleHaul (a fashion-focused online video network) Personalities
(i.e. Influencers). PacSun partnered with StyleHaul to create videos about
“back to school” looks for its jeans and launched these videos via the
Personalities’ YouTube channels. PacSun smartly captured StyleHauls’ audience,
in an engaging, interactive way. Young females are top consumers of fashion and
beauty content on YouTube. Per AdAge, a brand shouldn’t stop here, at the
publishers’/distributors’ audiences. A brand should utilize their own audiences
by leveraging social networks and capturing “earned media”. This is where
However, AdAge warns that the content should be customized to the medium (i.e.
15 or 30 second pre-rolls on YouTube). Further, if partnering with distributors
or content creators, a brand should ensure that they have the rights for
redistribution, thinking along the lines of “owned media”. distributors or content creators, a
brand should ensure that they have the rights for redistribution.
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