Media type (media planning)

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In the area of media planning, a distinction is made between the media types Paid Media, Owned Media and Earned Media. The terms were first used in 2008 by the media planning department of Nokia and made known to a wider public in 2009 through a study by the market research company Forrester Research . The model, also known as POE or POEM for short , has since been used by a large number of media agencies and advertising agencies to develop campaigns.

Classic subdivision

The media type Paid Media includes all forms of paid advertising in which the company buys in a medium to use its communication channel. These are, for example, television advertising , print advertising , Internet advertising , outdoor advertising , radio advertising and cinema advertising . The content and form of the message can be controlled by the company. However, the dissemination of the content is sometimes associated with considerable financial expenses for media purchases. The relatively new form of advertising native advertising also counts as paid media .

Under owned media refers to all media in the field of corporate publishing that a company with supervised and controlled. This type of media includes, in particular, all company websites and mobile offers, customer magazines , business TV and corporate blogs . Facebook , Twitter or YouTube profiles are also counted in this category, although these are strictly not owned by the company, they are rented. The content is specifically controlled by the company and is clearly recognizable as the company's message for the recipient . However, this can also result in the fact that they are perceived as untrustworthy. In addition, maintaining your own channels ties up human resources in the company.

As earned media is any content that is primarily through independent editorial media channels and consumers without direct application of the company created to and disseminated. This includes content that is spread “organically” or “virally” on social media as well as product recommendations in social networks or rating portals. The fact that independent editorial media and consumers produce and disseminate content for a company on their own initiative has to “earn both” through truthful PR work and long-term customer care based on recommendation marketing .

Owned media and earned media are also seen as part of content marketing .

More non-classic types

Other media types such as curated media , promoted media , shared media , network media or borrowed media are postulated for various models .

Since the various types are getting closer and closer together and campaigns are increasingly using all types equally, which results in ever greater overlaps between the individual types, one also speaks of converged media (see: media convergence ).

Individual evidence

  1. Owned, Bought and Earned Media ( Memento of the original from October 25, 2012 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. at danielgoodall.com, accessed October 17, 2012 @1@ 2Template: Webachiv / IABot / danielgoodall.com
  2. Defining Earned, Owned And Paid Media ( Memento of the original from March 26, 2010 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. at forrester.com, accessed October 17, 2012 @1@ 2Template: Webachiv / IABot / blogs.forrester.com
  3. Mark Bonchek: Making Sense of Owned Media . In: Harvard Business Review . October 10, 2014, ISSN  0017-8012 ( hbr.org [accessed February 10, 2020]).
  4. An overview: Paid, Curated, Owned and Earned Media. by Martin Oetting, connectedmarketing, accessed on October 17, 2012
  5. The difference between paid, owned and earned media - 5 viewpoints by Dave Chaffey, smartinsights.com, accessed October 17, 2012
  6. PONBE Media Model ( Memento of the original from October 25, 2012 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. at stevesponder.com, accessed October 17, 2012 @1@ 2Template: Webachiv / IABot / blog.stevesponder.com