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Paid, Owned, Earned Media



                                                            Amit Seth
@aseth
                                            EVP, Global Media Products
                     @nielsenwire                              Nielsen


         @nmincite
                                #AdTechSF
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             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
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
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
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

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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
  • 3.
  • 4.
  • 5.
  • 6.
  • 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