Research conducted by Synaptic Digital and WPP’s Kantar Video found campaigns that bring together both earned media, such as editorial coverage, and paid media, such as advertising campaigns, generated the most positive responses from both men and women.
The companies surveyed 1,800 men and women that were divided into six groups. Some were exposed to paid media, some to earned media, some to all, some to none. The videos used was from a major automaker.
Ultimately, the mix of earned PR and paid placements got the best response.
The “Scaling PR: The impact of Earned, Paid, and Brand Content” study also found that women had better brand awareness when the message was delivered across different platforms. Men showed no such result.
Finally, results showed that brand messages delivered in a news package created better brand awareness, and both paid and earned generated good results separately, with paid media showing greater persuasion and earned media resulting in greater brand awareness.