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

Rob Jayson, Martin P. Block, and Yingying Chen

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

MANAGEMENT SLANT

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.

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