Owned media
Channels a brand controls and does not pay per impression for: its website, app, email list, packaging, stores, social accounts and content. Together with paid and earned media it forms the common paid, owned, earned model. Owned media is cheap to use and builds long-term assets, but it mostly reaches people who already know the brand, so it rarely replaces paid reach for growth.
Where it's used
Used in channel planning to decide what each type of media should do, and to make the most of assets the brand already has. Good for retention, cross-sell and carrying campaign ideas at no extra media cost.
Example
The free channels nobody briefed
Illustrative scenarioA coffee chain plans a new seasonal drink with a paid media budget for social and outdoor. The planner adds the owned channels: the cups, the app home screen, the loyalty emails, the menu boards and the receipts. Millions of these touchpoints were already paid for. The paid media finds new customers, and the owned media reminds the regulars.
