Owned media is media that is published by an organization itself. Other terms used for this are “own media” and “relational media”. The big difference with earned media is that a company can fully influence matters such as the content, design, medium and frequency of distribution of the content.
The media channels used for owned media are managed by the company itself. No media space is purchased as is the case with paid media. However, the disadvantage is that this media form often has the smallest reach compared to other media forms such as paid media and earned media. In many cases, companies choose to use a combination of these three forms of communication and do not choose one or two separate forms.
Examples of owned media are:
Owned media can be compared excellently with content marketing. The company has full control over the production and distribution of the content on its own media channels.
Owned media is often aimed at a specific and segmented target group. In most cases, the characteristics of this target group are fully known to the company, so that it can be properly responded to. These people (fans) are often the ambassadors of a company, who can have a major influence on the design and intensity of earned media.
Owned media can be used excellently to draw attention to a new offer. The content will therefore mainly be about substantive information of the company or the products and services that this company offers. It is a form of managed media that can be used in a targeted manner based on a marketing strategy
By owned media (also known as managed media) we mean all media channels that are owned by the company. The communication that is done through these channels is completely under the control of the company itself and the company therefore determines what and how they share information with their customers. With offline companies you can think of owned media as the shop window of a shop, own trucks with the logo and slogan.