Brand Marketing Online: "Earned, Owned,

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Some of today’s greatest success stories in branding blend ingredients from the three kinds of marketing media: paid, owned and earned. Paid media is advertising inserted next to another’s content; owned media is brand-created content; and earned media is getting someone else to provide content about a brand. At this phase in brand marketing’s shift to the digital space, it is difficult to judge one media’s value by dollars alone. That said, marketers tend to spend more for paid media than owned or earned. And the trend toward more online brand-focused ad spending is clear: Between 2010 and 2014 it will rise from a 35.7% share to nearly 42%.

The heraldeded Old Spice Man campaign from Procter & Gamble for example, started off with TV commercials (paid), migrated to a brand microsite and Facebook fan page (owned), and is still boosted by consumer interaction and word-of-mouth on social sites and beyond (earned)—while continuing to be fed by more online advertising to drive traffic.

Each media offers distinct advantages. Paid advertising gives marketers immediate broad reach. An owned brand website gives marketers concrete ways to engage consumers. And earned media, such as word-of-mouth, gives marketers insight into how people perceive them as well as their competitors.

It is important that all marketing media work together. The best approach is holistic, where each channel supports the others, as when paid advertising produces earned word-of-mouth, which stimulates traffic to owned microsites.

Key questions this report answers:

What is the strong suit for each marketing media?Is there an online ad format that is best for branding?Is a website alone sufficient for a brand’s owned media presence?How can branded content have greater reach than advertising?How do the overall requirements of earned media differ from those for social network marketing?Some of today’s greatest success stories in branding blend ingredients from the three kinds of marketing media: paid, owned and earned. Paid media is advertising inserted next to another’s content; owned media is brand-created content; and earned media is getting someone else to provide content about a brand. At this phase in brand marketing’s shift to the digital space, it is difficult to judge one media’s value by dollars alone. That said, marketers tend to spend more for paid media than owned or earned. And the trend toward more online brand-focused ad spending is clear: Between 2010 and 2014 it will rise from a 35.7% share to nearly 42%.

US Online Advertising Spending Share, by Objective, 2009-2014 (% of total)

Key eMarketer Numbers: Branding Online

Change* in Marketing Objectives Among Razorfish US Clients, 2009 (% of respondents)

Most Important Strategic Marketing Objectives, 2010 (% of companies worldwide)

Effect of Online Brand Experiences, Aug 2009 (% of US internet users)

US Online Advertising Spending Growth, by Objective, 2009-2014 (% change)

US Online Advertising Spending, by Objective, 2009-2014 (billions)

US Online Display Ad Spending Growth, by Format, 2009-2014 (% change)

Actions Taken After Seeing an Ad on a Website, by Website Type, April 2010 (% of US internet users)

Top 10 US Online Display Ad Publishers, Ranked by Impressions, Q1 2010 (billions and % of total)

Advertising Professionals in North America Who Believe that Brand Safety Is a Meaningful Issue, by Industry, March 2010 (scale of 1-5*)

Amount Online Display Advertising Spending Would Grow if Brand Safety Issues Were Successfully Addressed According to Advertising Professionals in North America, March 2010 (% of respondents)

Monthly Online Video Ads per US Viewer Delivered via Select TV Video Content Sites, June 2010

US Online Display Ad Spending, by Format, 2009-2014 (% of total and billions)

Campaign Objectives for Which US Advertisers/Agencies Would Most Likely Use Online Video, April 2010 (scale of 1-8*)

Video Advertising that Provides the Best ROI, June 2010 (% of US media industry executives*)

Factors that Would Influence US Advertisers/Agencies to Use More Online Video Advertising, April 2010 (% of respondents)

US Online Display Ad Spending, by Format, 2009-2014 (billions)

Attitudes Toward Ads Among US TV Viewers vs. Online Video* Viewers, December 2009 (% of respondents)

Attitudes Toward Online Video Ads Relative to TV Commercials, May 2010 (% of US online video viewers)

Methods Used to Discover New Brands/Products According to US Female Internet Users, by Generation, September 2009 (% of respondents)

Brand-Related Online Activities of US Internet Users, August 2009 (% of respondents)

US Internet Users Who Search on Brand Product Terms, by Ad Exposure, 2009 (% of total)

US Internet Users Who Search on Campaign Brand Terms, by Ad Exposure, 2009 (% of total)

Leading Touchpoints Used by Brands to Build Emotional Connections with Consumers According to US Marketers, April 2010 (% of respondents)

Business Success US Marketers Attribute Most to Their Online Marketing Efforts, 2009 (% of respondents)

Sources Used to Begin a Search for Information on Branded Products* According to US Online Buyers**, March 2010 (% of respondents)

Change in Trust Level Toward Companies with a Microblog, Jan 2010 (% of US internet users)

Attitude Toward Companies Monitoring Microblogs, Jan 2010 (% of US internet users)

Types of Online Video Made by US Companies, Q3 2009 (% of respondents)

Online Video Advertising Format that Has the Highest ROI According to US Advertisers/Agencies*, April 2010 (% of respondents)

Online Video Ad Format on Which US Ad Agency Executives Plan to Spend More in 2010 (% of respondents)

Important E-Mail Marketing Objectives According to US E-Mail Marketers, August 2009 (% of respondents)

Important* Uses of E-Mail Marketing According to US Online Retailers, 2009 & 2010 (% of respondents)

Ways Consumers Engage* Brands, April 2010 (% of US daily users of email, Facebook and Twitter)

Methods of Finding Deals and Promotions, April 2010 (% of US internet users)

Marketing Tactics Used by US Companies, Q3 2009 (% of respondents)

Attitudes of US Facebook Users Toward Companies on Facebook, October 2009 & April 2010 (% of respondents)

Marketing Budget Allocation According to US Marketing Executives, April 2010 (% of budget)

US Internet Users Who Are Very/Somewhat Likely to Read and Take Action After Viewing Online Ads, by Format, March 2010 (% of respondents)

Trustworthy and Useful Sources of Information for Decision-Making, Jan 2010 (% of US internet users)

Types of Advertising/Marketing that Influence the Purchase Decisions of US Internet Users, August-September 2009 (% of respondents)

Ways that US Social Media Users Communicate with Others About a Service, Product or Brand After an Online Search, December 2009 (% of respondents)

Behaviors that Represent Consumers' Emotional Connections to Brands According to US Marketers, April 2010 (% of respondents)

Attitudes Toward Recommending/Having an Opinion About a Brand, Product or Service, 2009 (% of US internet users)

Change in Advertising-Related Activities of Consumers* in North America, by Country, September 2009 (% of respondents)

Methods Used to Perform Social Media Marketing Practices According to US Marketers, November 2009 (% of respondents)

US Companies Who Have a Formal Policy to Monitor Online Conversations About Their Brands, February 2010 (% of respondents)

Main Reason for Implementing a Social Media Strategy According to US Marketing Professionals, April 2010 (% of respondents)

Company, Brand or Product Information Shared* via Social Media, Apr 2010 (% of US social media users in each age group)

US Online Advertising Spending, by Objective, 2009-2014 (billions)

US Online Advertising Spending Share, by Objective, 2009-2014 (% of total)117409 | 117410 | 117411 | 117412