owned media

Definition

Marketing channels you control directly, like your website, blog, or email list, as opposed to rented space on platforms that could change their algorithms tomorrow. It's the digital equivalent of owning versus renting, with similar arguments about long-term value.

Example Usage

We're investing more in owned media after Facebook's algorithm change tanked our organic reach and reminded us that we don't actually own our audience there.

Origin

Part of the 'Paid, Owned, Earned' media framework developed in the late 2000s

Fun Fact

Owned media costs 62% less than paid media per lead and provides longer-lasting value, but requires the patience modern marketers famously lack.

Source: Integrated marketing strategy

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