Owned and earned vs paid

Owned and earned vs paid
SHARE
THIS



Owned and earned media will have to generate a lot more content than paid media with Suncorp executive Mark Reinke seeing it as “not just a technical challenge but a cultural challenge”.

Having consumers constantly experience and engaging in content now rather than just watching it has Reinke at Starcom’s panel this morning believing it will put more pressure on companies.

“What you’re starting to see here with the proliferation of channels and fragmentation of audiences and the sort of social and connected consumer is you have to think like a publisher. There’s a little bit of a challenge to sort of have to move your models that way.”

“The thing that we absolutely know is that the volume’s going up, the shelf-life is going down and the cost to do it seems to be at least the same, if not more.”

David Scribner, head of Virgin Mobile, also recognises the challenges marketers face in dealing with the creation of content for owned and earned media.

“The biggest struggle for CMOs is structurally.”

“How do you get the team to look and structure against an holistic customer experience, because as Mark said, throwing retail into that, throwing call centres into that and throw in a customer who wants to be dealt with as one by a company, so structurally it’s really impactful.”

“That gets to managing the risk [of creating content], because you need to have the right people who have that breadth of visibility to understand firstly what they’re putting on and what is the risk.”

According to Starcom’s Media Futures Forecast for 2014, mobile apps, CRM activities and social conversations are predicted to be the three largest growth areas for media usage.

Looking forward to rest of this year, the results indicated advertisers are expecting to invest more time than last year on owned and earned media, with a jump from 32% (2013) to 37% expected for this year.

Paid media still remained the highest, however the predictions for this year have decreased 5% down to 50% on where advertisers expect to invest time.

Further pressures for marketers predicted for this year are trying to meet objectives and budgets, and the shift from monologue to dialogue in terms of customer experience is emerging.

The Starcom MediaVest Group and partner AANA presented the findings from the Futures 2014 Forecast this morning along with a panel discussion.

Please login with linkedin to comment

Latest News

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.
  • Opinion

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.

In this guest post, CEO of content marketing agency Edge, Fergus Stoddart (pictured below), says brands would do well to play on their customer’s loyal tribalism… Normally over Christmas, any downtime is spent asleep on the sofa, mildly lubricated with a belly full. This year, with the Ashes in the background, I managed to stay awake […]

Opinion

by B&T Magazine

B&T Magazine
Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour
  • Marketing

Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour

Red Bull Holden Racing team took the covers off its 2018 Holden Commodore Supercar today. Floating on a barge in Farm Cove, the harbour provided a stunning backdrop for the reveal. Teammates Jamie Whincup and Shane van Gisbergen have won the past two championships for the squad. Whincup, now the greatest of all time with seven Supercar’s titles, […]

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency
  • Advertising
  • Campaigns
  • Technology

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency

As part of its summer fire campaign, the Victorian government has launched a virtual reality (VR) bushfire experience and content series via The Fuel Agency. The VR experience places the user in the midst of a large bushfire, and is designed to encourage people to leave early on high-risk days before it’s too late. The […]

Local Ad Tech Company VeNA Partners With RugbyPass
  • Advertising
  • Media
  • Technology

Local Ad Tech Company VeNA Partners With RugbyPass

ad tech company VeNA has signed an exclusive reseller partnership covering Australia and New Zealand with digital rugby network RugbyPass. Across Asia and parts of Europe, RugbyPass is the exclusive digital rights holder and over-the-top broadcaster for live rugby, including the Super Rugby, the Rugby Championship and autumn internationals, the Six Nations, the Aviva Premiership, […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]