Earned media
DefinitionContent & Social
Earned media
Exposure a brand did not pay for and does not own: press coverage, word of mouth, shares, reviews, creator mentions. One corner of the paid-owned-earned model; the most trusted of the three, and the least controllable.
Evidence from the library
78% / 11% / 7% / 4%Earned media only fires at scale online when paid and owned media are both already in place.Statearned 39%, paid 29%, owned 27%Paid media accounts for under a third of what builds brand equityStat28%Where brand equity is actually builtStat13% / 26%Adding earned media lifts campaign effectiveness by 26%, compared with 13% for adding owned media.Stat2.6% / 0.9%Online paid media drives far more market share growth than online unpaid media.Stat
Source
Marketing Definitions
paid-owned-earned media model, standard practice
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