1The Marketers Guide to Paid, Owned & Earned Media

Social has had a signicant impact on consumer purchasing behavior. As a result marketers are changing the way they approach the creation and distribution of content. Learn how to improve campaign results and build integrated content channels that not only signicantly increase brand lift, but also build advocacy and community amongst consumers.

The Evolution of the Content Ecosystem

Content has always been top of mind for marketers, but how it's been created and

distributed has evolved over time. Year after year, new trends and technologies emerge

that enable marketers to reach their audience in new ways. It used to be that owned media

(i.e. website content, blog posts, etc.) was the primary content marketing channel, then

brands began adding paid media to their strategies to gain greater scale. Marketers quickly

learned how to integrate and optimize these two channels, seeing tremendous potential in

their ability to reach a broader audience of new consumers. The recent rise in social has

triggered another change in the content ecosystem. Consumers today are more connected

than ever before and this has resulted in two massive changes that affect consumer

purchasing behavior.

The rst change is that as consumers spend more and more time online, they have become accustomed to being inundated by messages from brands on a daily basis. In fact, studies

have shown that the average user is exposed to thousands of ads per day (NY Times), but they never actually see them. A result of banner blindness, a term that advertising

professionals are becoming all too familiar with. A recent study found that 60% of

participants couldnt recall the last display ad they saw and nearly 80% felt recent ads they

saw were not relevant to them (Media Post). Additionally, even if an ad manages to break through the consumers blinders and be seen, only 33% of consumers trust ads (Nielsen). Even Facebook is not immune to banner blindness. While their ads typically cost more

than a traditional banner ad, a study that looked at 11k campaigns found that the

average click-through rate for Facebook ads was $0.063% - half the industry standard

of .1% (Webtrends).

This leads into the second change affecting consumer purchasing behavior. As consumers

become more connected via social they are tapping into their networks for more

information. Consumers actively seek out peer recommendations to differentiate products

and make purchasing decisions. As well as to nd and share event related information. While

they may have done this for years, they are now able to reach an even larger network and do

so faster than ever. In fact, according to MarketForce, 81% of consumers are inuenced by their friends posts on social media when making purchasing decisions.

The evidence continues to stack up, proving that its time for marketers to rethink their

approach to content creation and distribution if they are going to stay ahead of this

tremendous shift in consumer purchasing behavior. While 85% of marketers publish

branded content, only 36% feel they are doing it effectively (Forrester) The fact of the matter is that Owned and Paid Media is here to stay, but the key to standing out above the noise in

either of those channels is to move beyond traditional push strategies and start engaging

consumers in new ways.

The Power of Earned Media

The power of earned media lies in the trust and authenticity of the content that's generated.

Many marketers already have a social strategy and are engaging fans or followers in their

networks. However, common engagement methods such as basic posting, running contests

or hiring service providers to run large social campaigns all have limitations, which cause

them to be less effective. Social strategies are further hampered by decreases in organic

Facebook reach. Facebook brand pages suffered a 44% decline in reach last year. While

brands could previously expect to reach 16 out of 100 Facebook fans, they are now lucky

to get 3 out of 100 (Ignite Social Media).

Earned media is not a new concept. Successful paid and owned media strategies have been

shown to effectively generate earned media in the past, however, technology improvements

have allowed marketers to easily generate it and to actually measure its impact. Studies have

proven that earned media produces 4x the impact on brand lift compared to paid media

(Nielsen BrandEffect 2011). If consumers are engaged with your message, they are more likely to share it. The challenge lies in building a message that consumers are compelled to

share. Unlike traditional owned and paid media that involves pushing out a brand message

to consumers, earned media requires a pull strategy. Its about engaging consumers with a

story that resonates and compels them to share that story.

Achieve Greater ROI with an Integrated Marketing Strategy

For marketers looking to leverage earned media its easiest to think about it in the context

of paid, owned and earned media, or if said differently converged media, (Altimeter). Earned media doesnt need to strip valuable resources from other areas of media focus, but rather

can be used to amplify the effects of other channels. However, it can be challenging to bring

together what are often separate teams and align to a single campaign goal.

Brands that can effectively integrate these three forms of media have seen the return on

their investment increase exponentially. One of the largest real-time marketing events of

the year, the Super Bowl, is a perfect example of brands converging media initiatives to

build awareness, engage consumers and scale their marketing message, while saving costs.

Brands that previously would have had very little exposure without spending millions on a

90 second commercial slot are now able to get their message heard amongst some of the

worlds biggest ad spenders.

If approached right, brands can achieve remarkable results and build a powerful content

channel that not only signicantly increases brand lift, but also builds advocacy and community amongst their consumers.

Klout Perks

Klout Perks enable marketers to generate earned media at scale for product launches and

events via authentic sources. We connect over 300 of the world's largest brands with key

inuencers and have delivered over 1 Million Perks to-date. Learn more about how Perks can help take your product launches to a new level, contact us at: sales@klout.com

Banner Blindness is the conscious or

unconscious decision

to ignore web spaces

conventionally containing

ads (infolinks).

2The Marketers Guide to Paid, Owned & Earned Media

Social has had a signicant impact on consumer purchasing behavior. As a result marketers are changing the way they approach the creation and distribution of content. Learn how to improve campaign results and build integrated content channels that not only signicantly increase brand lift, but also build advocacy and community amongst consumers.

The Evolution of the Content Ecosystem

Content has always been top of mind for marketers, but how it's been created and

distributed has evolved over time. Year after year, new trends and technologies emerge

that enable marketers to reach their audience in new ways. It used to be that owned media

(i.e. website content, blog posts, etc.) was the primary content marketing channel, then

brands began adding paid media to their strategies to gain greater scale. Marketers quickly

learned how to integrate and optimize these two channels, seeing tremendous potential in

their ability to reach a broader audience of new consumers. The recent rise in social has

triggered another change in the content ecosystem. Consumers today are more connected

than ever before and this has resulted in two massive changes that affect consumer

purchasing behavior.

The rst change is that as consumers spend more and more time online, they have become accustomed to being inundated by messages from brands on a daily basis. In fact, studies

have shown that the average user is exposed to thousands of ads per day (NY Times), but they never actually see them. A result of banner blindness, a term that advertising

professionals are becoming all too familiar with. A recent study found that 60% of

participants couldnt recall the last display ad they saw and nearly 80% felt recent ads they

saw were not relevant to them (Media Post). Additionally, even if an ad manages to break through the consumers blinders and be seen, only 33% of consumers trust ads (Nielsen). Even Facebook is not immune to banner blindness. While their ads typically cost more

than a traditional banner ad, a study that looked at 11k campaigns found that the

average click-through rate for Facebook ads was $0.063% - half the industry standard

of .1% (Webtrends).

This leads into the second change affecting consumer purchasing behavior. As consumers

become more connected via social they are tapping into their networks for more

information. Consumers actively seek out peer recommendations to differentiate products

and make purchasing decisions. As well as to nd and share event related information. While

they may have done this for years, they are now able to reach an even larger network and do

so faster than ever. In fact, according to MarketForce, 81% of consumers are inuenced by their friends posts on social media when making purchasing decisions.

The evidence continues to stack up, proving that its time for marketers to rethink their

approach to content creation and distribution if they are going to stay ahead of this

tremendous shift in consumer purchasing behavior. While 85% of marketers publish

branded content, only 36% feel they are doing it effectively (Forrester) The fact of the matter is that Owned and Paid Media is here to stay, but the key to standing out above the noise in

either of those channels is to move beyond traditional push strategies and start engaging

consumers in new ways.

The Power of Earned Media

The power of earned media lies in the trust and authenticity of the content that's generated.

Many marketers already have a social strategy and are engaging fans or followers in their

networks. However, common engagement methods such as basic posting, running contests

or hiring service providers to run large social campaigns all have limitations, which cause

them to be less effective. Social strategies are further hampered by decreases in organic

Facebook reach. Facebook brand pages suffered a 44% decline in reach last year. While

brands could previously expect to reach 16 out of 100 Facebook fans, they are now lucky

to get 3 out of 100 (Ignite Social Media).

Earned media is not a new concept. Successful paid and owned media strategies have been

shown to effectively generate earned media in the past, however, technology improvements

have allowed marketers to easily generate it and to actually measure its impact. Studies have

proven that earned media produces 4x the impact on brand lift compared to paid media

(Nielsen BrandEffect 2011). If consumers are engaged with your message, they are more likely to share it. The challenge lies in building a message that consumers are compelled to

share. Unlike traditional owned and paid media that involves pushing out a brand message

to consumers, earned media requires a pull strategy. Its about engaging consumers with a

story that resonates and compels them to share that story.

Achieve Greater ROI with an Integrated Marketing Strategy

For marketers looking to leverage earned media its easiest to think about it in the context

of paid, owned and earned media, or if said differently converged media, (Altimeter). Earned media doesnt need to strip valuable resources from other areas of media focus, but rather

can be used to amplify the effects of other channels. However, it can be challenging to bring

together what are often separate teams and align to a single campaign goal.

Brands that can effectively integrate these three forms of media have seen the return on

their investment increase exponentially. One of the largest real-time marketing events of

the year, the Super Bowl, is a perfect example of brands converging media initiatives to

build awareness, engage consumers and scale their marketing message, while saving costs.

Brands that previously would have had very little exposure without spending millions on a

90 second commercial slot are now able to get their message heard amongst some of the

worlds biggest ad spenders.

If approached right, brands can achieve remarkable results and build a powerful content

channel that not only signicantly increases brand lift, but also builds advocacy and community amongst their consumers.

Klout Perks

Klout Perks enable marketers to generate earned media at scale for product launches and

events via authentic sources. We connect over 300 of the world's largest brands with key

inuencers and have delivered over 1 Million Perks to-date. Learn more about how Perks can help take your product launches to a new level, contact us at: sales@klout.com

81% of consumers are inuenced by their friends' posts on social

media when making

purchasing decisions.

Earned media produces

4x the impact on brand lift compared

to paid media.

The Marketers Guide to Paid, Owned & Earned Media

Social has had a signicant impact on consumer purchasing behavior. As a result marketers are changing the way they approach the creation and distribution of content. Learn how to improve campaign results and build integrated content channels that not only signicantly increase brand lift, but also build advocacy and community amongst consumers.

The Evolution of the Content Ecosystem

Content has always been top of mind for marketers, but how it's been created and

distributed has evolved over time. Year after year, new trends and technologies emerge

that enable marketers to reach their audience in new ways. It used to be that owned media

(i.e. website content, blog posts, etc.) was the primary content marketing channel, then

brands began adding paid media to their strategies to gain greater scale. Marketers quickly

learned how to integrate and optimize these two channels, seeing tremendous potential in

their ability to reach a broader audience of new consumers. The recent rise in social has

triggered another change in the content ecosystem. Consumers today are more connected

than ever before and this has resulted in two massive changes that affect consumer

purchasing behavior.

The rst change is that as consumers spend more and more time online, they have become accustomed to being inundated by messages from brands on a daily basis. In fact, studies

have shown that the average user is exposed to thousands of ads per day (NY Times), but they never actually see them. A result of banner blindness, a term that advertising

professionals are becoming all too familiar with. A recent study found that 60% of

participants couldnt recall the last display ad they saw and nearly 80% felt recent ads they

saw were not relevant to them (Media Post). Additionally, even if an ad manages to break through the consumers blinders and be seen, only 33% of consumers trust ads (Nielsen). Even Facebook is not immune to banner blindness. While their ads typically cost more

than a traditional banner ad, a study that looked at 11k campaigns found that the

average click-through rate for Facebook ads was $0.063% - half the industry standard

of .1% (Webtrends).

This leads into the second change affecting consumer purchasing behavior. As consumers

become more connected via social they are tapping into their networks for more

information. Consumers actively seek out peer recommendations to differentiate products

and make purchasing decisions. As well as to nd and share event related information. While

they may have done this for years, they are now able to reach an even larger network and do

so faster than ever. In fact, according to MarketForce, 81% of consumers are inuenced by their friends posts on social media when making purchasing decisions.

The evidence continues to stack up, proving that its time for marketers to rethink their

approach to content creation and distribution if they are going to stay ahead of this

tremendous shift in consumer purchasing behavior. While 85% of marketers publish

branded content, only 36% feel they are doing it effectively (Forrester) The fact of the matter is that Owned and Paid Media is here to stay, but the key to standing out above the noise in

either of those channels is to move beyond traditional push strategies and start engaging

consumers in new ways.

The Power of Earned Media

The power of earned media lies in the trust and authenticity of the content that's generated.

Many marketers already have a social strategy and are engaging fans or followers in their

networks. However, common engagement methods such as basic posting, running contests

or hiring service providers to run large social campaigns all have limitations, which cause

them to be less effective. Social strategies are further hampered by decreases in organic

Facebook reach. Facebook brand pages suffered a 44% decline in reach last year. While

brands could previously expect to reach 16 out of 100 Facebook fans, they are now lucky

to get 3 out of 100 (Ignite Social Media).

Earned media is not a new concept. Successful paid and owned media strategies have been

shown to effectively generate earned media in the past, however, technology improvements

have allowed marketers to easily generate it and to actually measure its impact. Studies have

proven that earned media produces 4x the impact on brand lift compared to paid media

(Nielsen BrandEffect 2011). If consumers are engaged with your message, they are more likely to share it. The challenge lies in building a message that consumers are compelled to

share. Unlike traditional owned and paid media that involves pushing out a brand message

to consumers, earned media requires a pull strategy. Its about engaging consumers with a

story that resonates and compels them to share that story.

Achieve Greater ROI with an Integrated Marketing Strategy

For marketers looking to leverage earned media its easiest to think about it in the context

of paid, owned and earned media, or if said differently converged media, (Altimeter). Earned media doesnt need to strip valuable resources from other areas of media focus, but rather

can be used to amplify the effects of other channels. However, it can be challenging to bring

together what are often separate teams and align to a single campaign goal.

Brands that can effectively integrate these three forms of media have seen the return on

their investment increase exponentially. One of the largest real-time marketing events of

the year, the Super Bowl, is a perfect example of brands converging media initiatives to

build awareness, engage consumers and scale their marketing message, while saving costs.

Brands that previously would have had very little exposure without spending millions on a

90 second commercial slot are now able to get their message heard amongst some of the

worlds biggest ad spenders.

If approached right, brands can achieve remarkable results and build a powerful content

channel that not only signicantly increases brand lift, but also builds advocacy and community amongst their consumers.

Klout Perks

Klout Perks enable marketers to generate earned media at scale for product launches and

events via authentic sources. We connect over 300 of the world's largest brands with key

inuencers and have delivered over 1 Million Perks to-date. Learn more about how Perks can help take your product launches to a new level, contact us at: sales@klout.com

MarketingStrategy

Owned website

blog

social media

Earned mentions

shares

reviews

Paid pay per click

display ads

retargeting

3

"Converged media will

happen and is happening;

if marketers don't take

action, the effectiveness

of marketing efforts

will suffer." (Altimeter The Converged Media Imperative)