Since billions of dollars of paid advertising are now endangered species, isn’t it time we cracked the earned media code?
Huge brands are cutting their paid media budgets because they aren't seeing the returns on their investments. CMOs are struggling to find the Holy Grail of budget allocation across all their media channels. Quite frankly, they are looking for better and/or different ways to invest. CMOs know earned media is highly effective. And they know earned media actually amplifies paid media and vice versa. However, they can’t prove it because it's been too difficult to accurately measure it. The answer: apply the same data, automation and measurement technologies used in adtech to earned media. Learn how world-class CMOs and CCOs are going to change this dynamic starting in 2018.