Digital Advertising 101

Digital Marketing, Social Media

ArticlesApril 4th 2023

Understanding the Difference Between Paid, Owned and Earned Media 

Do you find yourself scratching your head when it comes to discussing digital marketing? Not sure what the difference is between paid, owned, and earned media? You’re in luck! Digital advertising can seem overwhelming at first, but once you understand the basics, you’ll find that diving into digital ads doesn't need to be so daunting. Read on for Digital Advertising 101: a beginner’s guide to understanding the differences between paid, owned, and earned media. 

Paid Media 

Let’s start with Paid Media. As its name implies, paid media refers to promotional tactics that require an investment of
money - such as search engine marketing (SEM), display ads, and sponsored content. Essentially, this type of digital advertising allows businesses to pay for space on a digital platform in order to reach a larger audience. Digital platforms that are often used include search engines like Google and Bing, social media sites like Facebook and Twitter, video sites like YouTube, and even mobile apps. 


Owned Media 

Now let’s move on to Owned Media. This type of digital advertising refers to content created by your company or brand - such as blog posts, web pages, podcasts, e-books, and whitepapers. The good news is that owned media doesn’t require a financial investment - just your time (and maybe some tools). It also provides greater control over the message you want to convey. And if you’re really committed to creating content that resonates with your audience, you can even use owned media to build relationships and drive customer loyalty. 


Earned Media 

Finally, let’s look at Earned Media. This type of digital advertising involves leveraging outside sources - like influencers, reviews, and word-of-mouth - to generate brand awareness or increase sales. Basically, it refers to any publicity gained through user-generated content and third-party endorsements. These days, earned media is a powerful tool for brands looking to gain credibility and trust amongst their target audience. And don’t forget about social proof – when done correctly, this type of digital marketing can be incredibly effective in increasing conversions. 

And there you have it: Digital Advertising 101. It may seem overwhelming at first, but once you understand the basics of paid, owned, and earned media – you’ll be well on your way to creating digital ads that drive results. Happy Digital Advertising! 

We hope this article has been helpful in giving you a basic understanding of the three main types of digital advertising: paid, owned, and earned media. Armed with this knowledge, you can now start building out your digital ad strategy - from search engine marketing (SEM) and display ads to social media campaigns and influencer partnerships. Digital advertising is an ever-evolving field - so stay up-to-date on trends and technologies for maximum success! Good luck!