How Synergy Effects of Paid and Digital Owned Media Influence Brand Sales: Considerations for Marketers When Balancing Media Spend

Research is ongoing about how investment in paid media and digital owned media drives changes in brand sales.


  • At a macro level, “share of digital owned media to share of market” corresponds to the “share of paid media to share of market” mapped out in past studies.
  • The effectiveness of digital owned media is influenced by the long-term trend of brand sales and the balance between paid media and owned media.