Owned Media is content and platforms for which you own and/or control distribution. It’s measured by website traffic, email newsletter subscribers, blog traffic, social media followers and reach, and app downloads, among other metrics.

Owned media is often the final destination for brands as they move potential customers down the sales funnel. For example: a prospective customer becomes aware of the brand via display ads (paid media), then checks out reviews of their products (earned media) and decides to follow the brand on Facebook (owned media), ultimately subscribing to their email newsletter (owned media) and finally purchasing a product on the website (owned media).

Owned media is part of a digital marketing triad that also includes earned media and paid media.