paid-owned-earned media - adtech sf - apr 3 2012
TRANSCRIPT
Paid, Owned, Earned Media
Amit Seth
EVP, Global Media Products
Nielsen
@aseth
@nmincite
#AdTechSF
@nielsenwire
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
Our Advertising Effectiveness framework measures
across multiple platforms
Did the media placement deliver engaged viewers?
Did the campaign generate the desired brand results?
Did the campaign generate the desired behavioral effects?
WHO DID MY CAMPAIGN REACH?
HOW DID MY ADVERTISING IMPACT THE DESIRED BRAND PERCEPTIONS?
HOW DID MY ADVERTISING IMPACT THE DESIRED BEHAVIORS?
Reach Resonance Reaction
Buzz Reach Buzz Brand Effect Buzz Response Effect Offers a unique view of exposure
to online buzz Analyzes the impact of exposure
to buzz on brand perception Analyzes the impact of exposure
to buzz on consumers’ online (clickstream) behavior
Paid, Owned and Earned defined
Paid
• Definition
• Display ads
• TV/Video ads
• Paid search
• Benefits
• Immediate returns
• Easily measurable
• “Easy” reach buy
• Well understood
• Challenges
• Low response rates
• Not cool
Owned
• Definition
• Website
• Social Media account
• Online embeddable assets
• Benefits
• Cost efficient
• Controlled
• Challenges
• Need to build consumer trust
• Hard to build reach
Earned
• Definition
• Blogs/Boards
• Social Networks
• Consumer ratings
• Organic search
• Benefits
• Straight from consumers
• Lives forever
• Challenges
• No control over what is shared
• Hard to quantify impact
• Hard to know representativeness
PAID
Online Ads and Search
TV
OWNED
Online Sites and Videos
Embeddable and Online
Assets
EARNED
Online Buzz
TV
Data fusion allows analysis of exposure and impact across media types and platforms
Organic Search
State of the Media: The Social Media Report Q3 2011
http://www.nmincite.com/?p=5412
Thank you!
Amit Seth [email protected]
@aseth
@aseth
@nmincite
#AdTechSF
@nielsenwire