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Never before have brands had a greater choice of channels to reach their audiences. The advent of online publications and social media channels has given organizations more opportunities to connect with their audiences. At the same time, selecting which channels are right has arguably become harder.
One way of simplifying this choice is to distinguish between three pillars of media coverage: owned, earned, and paid media. Each pillar has its advantages and disadvantages, and the strongest media strategies tend to rely on an optimized combination of two or three.
Paid media stands out through the level of control it offers brand and leadership teams.
Related: Are You Ready to Start With Paid Media? Here’s What You Need to Know.
What is paid media?
The term paid media refers to all paid-for outlets organizations…
