Exploring Digital Owned Media and its Synergy with Paid Media

10:50 AM - 11:15 AM

Hosted by Northwestern University

Venue SIX10: Stage One 610 S Michigan Ave Chicago IL 60605




The Spiegel Research Center at Northwestern, working with Publicis Media, recently published new research revealing some fascinating insights into the impact of brands deploying owned brand platforms–that is, brand strategies that span their own websites, both on desktop and mobile, and brand social sites across Facebook, Twitter, YouTube and Instagram.

The purpose of the 800 brand study was to examine how Prof. John Philip Jones’ famous 1990 work showing how brands with larger shares of market consistently reduced their share of paid media ad spend below their share of market. Conversely smaller brands raised their share of ad spend above their share of voice. How, we wondered, did share of market correspond to share of owned media traffic? Did the same rules apply in the presence of owned media strategies?

In this session, Prof. Martin Block, the project’s principal investigator and integrated marketing communications professior at Northwestern University’s Medill School, will summarize key findings and what they mean for marketers as they weigh their markerting in an increasingly digital and mobile world.


Venue & Location

Venue SIX10: Stage One

610 S Michigan Ave
Chicago, IL 60605





Social Media Week

10:50 AM - 11:15 AM

Exploring Digital Owned Media and its Synergy with Paid Media

#SMWMedill






  • Martin Block

     

    Martin Block

    Professor

    Northwestern University

    spiegelresearch