What is referred to as owned media?

Owned media refers to media channels that a brand or company creates and fully controls. This includes websites, blogs, social media accounts, email newsletters, and mobile apps, where the company can dictate the messaging, content, and user experience. By owning these platforms, businesses have the flexibility to develop their brand identity, engage with their audience, and disseminate information as they see fit.

The ability to curate and manage content allows companies to build lasting relationships with their consumers, providing valuable information and fostering community engagement without relying on outside platforms that may have different rules or algorithms governing visibility. This contrasts sharply with paid media, which involves spending money to promote content, or earned media, generated by others (including consumer content) that captures attention organically. Understanding owned media empowers businesses to leverage their assets effectively to nurture brand loyalty and support marketing objectives.