Buying digital advertising: an overview of paid media, owned media, and earned media.

I. BUYING DIGITAL ADVERTISING: AN OVERVIEW OF PAID MEDIA, OWNED MEDIA, AND EARNED MEDIA.

INTRODUCTION

Buying Digital Advertising: An Overview

Understanding the distinctions between paid, owned, and earned media is crucial when developing a digital marketing strategy. All of the ways you can spread your brand online can be put into these three groups, which are often talked about as part of the “PESO” approach (Paid, Earned, Shared, and Owned).

Paid Media

Paid media is any form of digital advertising where you pay to promote your message directly to a target audience. This includes:

• Search engine ads (e.g., Google Ads)
• Display/banner ads on websites
• Sponsored posts on social media (Facebook, Instagram, LinkedIn, X)
• Influencer partnerships (where payment is involved)
• Video ads (e.g., on YouTube or streaming services)
• Programmatic and native advertising

Key attributes:

• You have precise control over who sees your message, when, and where.
• Paid media yields immediate visibility and quick results, making it essential for campaigns requiring rapid impact.
• Common pricing models: Cost-Per-Click (CPC), Cost-Per-Mille (CPM—per 1,000 views), Cost-Per-Lead (CPL), and Cost-Per-Sale (CPS).
• You pay for the placement, not for organic amplification.

Owned Media

Owned media consists of all digital properties and content channels your organization creates and controls, such as:

• Your website and blogs
• Email newsletters and lists
• Official mobile apps
• Company-controlled social media profiles (content you self-publish)

Key attributes:

• You have full creative and editorial control.
• Cost-effective over time, as there are no continued external fees for access to your audience.
• Serves as the foundation of your online presence; most digital marketing efforts eventually aim to direct audiences here.
• Requires a consistent content strategy and long-term commitment to creation and maintenance.

Earned Media

Earned media refers to publicity gained organically through third-party endorsements and public sharing, not paid for directly nor controlled by your company. Examples include:

• News coverage and media stories
• Influencer shoutouts (not paid)
• Customer reviews and ratings on third-party sites
• Social media mentions, shares, and viral content
• Word-of-mouth referrals

Key attributes:

• The result of positive user sentiment around your brand, built via quality products, services, or content.
• Consumers often consider this type of content to be the most trustworthy, as it originates from impartial sources.
• Difficult to control but highly valuable for broader reach and credibility.

Table: Comparison of Paid, Owned, and Earned Media

In summary:

All three kinds of media work well together in a digital advertising and marketing plan. Paid media gives you immediate visibility and a targeted audience, owned media gives your message a stable base, and earned media gives you valuable third-party validation and growth. If you master how these things work together, your business will have the most impact online.