The paid, earned, owned media model established itself as a powerful driver of marketing campaigns, but new research shows the trifecta may convince some more than others.
According to a recent survey of 1,800 consumers by WPP Group's Kantar Video and Synaptic Digital, women are more likely to respond to the combination of paid, earned, and owned media than men. As it turns out, men want their information to come from independent third parties, while women pay attention to both paid and earned media to inform their decisions.
Given that women piece together sentiments from a variety of media formats, this natural inclination to take both paid and owned media into account is natural. Men, on the other hand, look to authentic editorial sources to guide their purchase considerations.
When gender is erased from the equation the combination of paid earned and owned lead to 61% higher brand awareness overall, but perhaps more interesting, the study also found that the optimal sequence of exposure was paid, owned, and earned. For more information on the paid, earned owned media model as a means for pulling consumers through the decision making process, take a look at our Halogen Media Group Playbook.