France's brands vie for the position across paid, owned, earned media
[ 21.05.2015 ]
These days, every major brand has to juggle investment in paid, owned and earned media, aiming to maximize impact and value. But it’s difficult to gain insights into brand presence on specific channels. Step forward Havas Media, which recently assessed 102 brands across 12 industries in France for its report, “P.O.E. 2015.”
As a first step, market research company CSA carried out 2,800 online interviews with internet users in France ages 15 to 59. Havas then applied a proprietorial scoring system, based on web users’ connections at each potential touchpoint across all media, and for each brand. Those scores were used to create a perceived performance score in the categories of paid, owned and earned media for each brand as a percentage of its total marketing efforts. The composite yielded a final performance rating. It’s worth noting that brand A’s rating for paid media, for example, might be lower than brand B’s, but brand A would rank higher if its overall score was greater.
Predictably, the balance of paid/owned/earned varied significantly by industry. Financial services firms, for example, obtained nearly half their ranking on the basis of paid exposure. Telecoms and technology brands were not far behind, with 45% attributable to paid media. Overall, brands in most sectors said they spent at least 40% on paid channels.
See more at: http://www.emarketer.com/Article/Frances-Brands-Vie-Position-Across-Paid-Owned-Earned-Media/1012474#sthash.mf5Mwx1x.dpuf
www.emarketer.com
As a first step, market research company CSA carried out 2,800 online interviews with internet users in France ages 15 to 59. Havas then applied a proprietorial scoring system, based on web users’ connections at each potential touchpoint across all media, and for each brand. Those scores were used to create a perceived performance score in the categories of paid, owned and earned media for each brand as a percentage of its total marketing efforts. The composite yielded a final performance rating. It’s worth noting that brand A’s rating for paid media, for example, might be lower than brand B’s, but brand A would rank higher if its overall score was greater.
Predictably, the balance of paid/owned/earned varied significantly by industry. Financial services firms, for example, obtained nearly half their ranking on the basis of paid exposure. Telecoms and technology brands were not far behind, with 45% attributable to paid media. Overall, brands in most sectors said they spent at least 40% on paid channels.
See more at: http://www.emarketer.com/Article/Frances-Brands-Vie-Position-Across-Paid-Owned-Earned-Media/1012474#sthash.mf5Mwx1x.dpuf
www.emarketer.com