Channels & programmatic
Paid, owned and earned media
The paid-owned-earned model classifies media by control and cost: paid is bought exposure (advertising), owned is channels the brand controls (site, CRM, social profiles), earned is exposure others generate (coverage, shares, reviews). Plans work best when the three are designed together.
In practice
Paid media is often the accelerant for owned and earned assets - distribution for content, fuel for sign-ups, amplification for coverage - rather than a standalone silo.
The model is a planning lens, not a budget formula: it prompts the question of what each type contributes to the objective.