A BRAND POEM HOW TO BUILD BRANDS COMBINING PAID, OWNED & EARNED MEDIA Presenting: dr. Marnix van Gisbergen I NHTV University of Applied Sciences I [email protected]Research: DVJ Insights (L. Hulsebos; R. Jansen) I Sanoma Media (D. Hoogervorst, S. Kreek & R. Witteman) I NHTV EAA’s13th International Conference on Research in Advertising
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Using paid owned and earned media to create strong brands
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A BRAND POEM HOW TO BUILD BRANDS COMBINING PAID, OWNED & EARNED MEDIAPresenting: dr. Marnix van Gisbergen I NHTV University of Applied Sciences I [email protected]: DVJ Insights (L. Hulsebos; R. Jansen) I Sanoma Media (D. Hoogervorst, S. Kreek & R. Witteman) I NHTV
EAA’s13th International Conference onResearch in Advertising
Complex media landscapeToo many (new) media, old ways to measure reach not sufficientDefinitions are outdated: what do we mean with “did you watch television yesterday?”
How to simplify? Useful media typology or categorization? Help understand the processIn doing so, we always will see only part of the whole ‘media ecosystem’
Paid, Owned and Earned Media DistinctionIt helps dividing budget and based on control (brand strategy)a) Content (control and media ownership) b) Content reach (investment) c) Content creation (brand itself, the consumer or both)See also Baetzgen and Tropp, 2013; Corcoran, 2009; De Bakker, 2009; Goodall, 2009; Lieb and Owyang, 2012); Stephen and Galak, 2012
Distinction by media channel, useful but still problematicFor instance Facebook can be owned as well as Earned
Distinction by Content Reach (investment): only part of the equationUsefull but also problematic: for instance customers are also reached via paid media and it is not only fans that engage in earned media
How to spend my money?Our study: How to build strong brands via Paid, Owned & Earned Media? We did not measure the effect on Reach (we assumed equal reach) We did not measure the effect on ROI (buying behavior)
Brands use different POEM strategies, but it is unclear whether these strategies result in different brand
effects.
Owned + Earned only brands almost do not exist
PAID PAID
OWNED
PAID
OWNED
EARNED
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+EARNED
OWNED+
We did not create a Paid and Earned (or Earned only) group as brands that not use, or have not made use, of owned media almost not exist. Most brand still use paid or profit from paid activities in the pastNo brands that only make use of earned media (without having owned media)‘Paid only’ does not exist, however many brands only reach (potential) consumers via paid
Comparing the four groups is a challengeChallenge: media selection (earned = fans), media confrontation, measuring brand change (takes time)
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Participants: 859Age: 20-49 I 49% female
+ Extra online surveyExplanation of findings
Participants: 1831ONLINE: 18,7 hours per week7.3 hours on social media
Brand effectsBrand effects based on the customer-based brand equity (CBBE) model (Keller)items were adopted from scales used in CBBE effects studiesWe composed a brand score out of the 7-point Liker scales (added scores and calculated the difference between 3 measurements)
MEDIA frequency, evaluation and behavior
BRAND behavior and involvement (+ likes)
PRODUCT Usage and buying behavior
Control variables
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Results (aggregated Brand scores)Brand impact score: the increase between M1 and M3 (increase within 6 months)
All media types can be used to build and maintain strong brandsPOEM activities have the largest positive effect on salience (awareness) PO scored best on all brand building blocks
Better brand effects for low involvement productsHigh involvement: Cars and Mobile Phone ProvidersLow involvement: Energy Supplier and Meal Mix brands
InterpretationSelf reports: POEM behavior and Brand effects
50% not interested in brand recommendations made by friends (46% use websites more often for brand info)
25% use social media more often to see what other consumers have to say about brands
ConclusionPaid + owned = clarity and consistencyEarned = trust but negative and disruptive
Advertising and media effort is worth the effort PO showed the largest increase in brand equity It creates a good overall brand impression. Earned media add trust to the brand But seem to disrupt a clear brand image
Media planning is essential Simply using more media seems a waste of money