From Sean Corcoran at Forrester: The terms “earned, owned and paid (aka bought) media” have become very popular in the inter­ac­tive marketing space today. In fact, taken together they can be applied as a simple way for inter­ac­tive marketers to cate­go­rize and ulti­mately prior­i­tize all of the media options they have today.

Yet as popular as these themes have become, they’re often loosely applied across the industry and essen­tially no one is speaking the same language. There­fore we just published research defining each type of media and providing inter­ac­tive marketers with prescrip­tive advice on how to best apply them. Here’s a summary of how we defined each type of online media and their roles. · Go to Defining earned, owned and paid media →