What does paid + owned media typically involve?

Paid + owned media typically involves content that a business funds, which directly supports the brand’s marketing goals. This form of media includes both the content that a company creates on its owned platforms (like websites and social media channels) and the paid advertising used to amplify that content’s reach. By investing in this type of media, companies aim to enhance visibility and engagement, ensuring that their messages are not only seen but are also consistent with their overall brand strategy.

The other options reflect different types of media strategies or interactions. For instance, collaboration with influencers involves leveraging external voices to reach new audiences, which is distinct from the direct content funding inherent in paid + owned media. User-created content, promoted by brands, falls under earned or social media rather than directly under the umbrella of owned and paid media. Unsolicited feedback from customers relates more to organic interaction and engagement than to structured media promoting. Therefore, while all these aspects are part of digital marketing, they do not specifically capture the essence of what constitutes paid + owned media.