Understanding Paid vs Owned vs Earned Views in Video Marketing - [ReelPop Q&A]

Understanding Paid vs Owned vs Earned Views in Video Marketing   [ReelPop Q&A]

ReelPop Q&A is a weekly question and answer series made possible by Poptent.  Each week we will choose to answer one question from a reader relating to best practices and strategies for online video marketing and advertising.  If you would like us to answer your question for an upcoming post, please click here or comment below.Today's reader question is:

What are the differences between earned, owned and paid media and how do they work together in a video marketing campaign?

Answer: Earned, Owned & Paid Media Views Defined

Understanding Paid vs Owned vs Earned Views in Video Marketing   [ReelPop Q&A]This is the essential question behind what most people refer to as viral videos. Many brands are under the often mistaken impression that they can take their branded content, post it to their social media properties (YouTube channels, Facebook pages, Twitter, Pinterest boards, etc.), cross their fingers, and wait for their videos to go viral. Not only are the odds greater that Facebook and Google will hold hands and sing Kumbaya, but generally speaking, this is not the way video marketing works.

Owned Media Views:

So let's break it down. The video views your content receives when you post it to your brand's social media properties are what is referred to as owned views. As the name suggests, these are the views that you own by the nature of them happening organically on your own properties.

Earned Media Views:

In contrast to owned views are what is referred to as earned views. Earned views are the Holy Grail of views. These are the views that happen because of social sharing. In essence, someone that you presumably share either some relationship with or some mutual interests is telling you to watch this video. Videos that are shared are 3 times more likely to be watched and are watched 3 times longer than a video that a user finds himself. They also have higher levels of brand lift and are much more likely to be shared again.

Unfortunately, even the most "social" of brands rarely have enough eyeballs to encourage enough social sharing to achieve any meaningful ROI. Video production isn't cheap. Especially when done well.

Paid Video Views

Enter the paid view. Paid views are, in essence, online video advertising. These include pre-roll, rich media banner ads and native placements. The most effective of these to encourage social sharing are native placements. Native placements are integrated into the user experience, are non-interruptive, are contextually relevant, and are based on user-initiated views. These are paid placements next to contextually relevant content that is usually in the form of thumbnails served up to the user as additional content that they may be interested in. These are usually priced on a CPV (cost per view) basis and offer higher engagement rates, higher completion rates and usually have social sharing functionality built in.

Paid & Earned Work Together for Effective Video Campaigns

Not all views are created equal. The most effective video marketing campaigns will use paid views to drive social sharing and earned views in order to generate ROI. The more spent in paid views, the more opportunity to garner earned views and higher levels of engagement. Remember, you can't share what you didn't see.

Understanding Paid vs Owned vs Earned Views in Video Marketing   [ReelPop Q&A]ReelPop Q&A is a weekly video marketing Q&A series made possible by Poptent.
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Posted in Video Marketing
About Our Contributing Author - Renny Fidlon
Renny Fidlon is Marketing Director for Poptent, a video marketing solutions company based on crowdsourcing principles. Poptent offers its clients a complete video marketing solution from ideation and production through distribution and optimization. Prior to joining Poptent, Renny spent 9 years as a senior marketing consultant for many organizations with a strong focus on digital marketing across a broad range of industries.

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Please Note: Opinions expressed in this article are those of the contributing author and not necessarily that of

Become a Contributor: Occasionally, we like to offer experts within the online video industry the chance to write a post for ReelSEO. We like it because it offers you readers great content, and it comes directly from those in the field that are working on the technologies to power this online video revolution of sorts ;-) If you are interested in becoming a contributing author, please feel free to let us know. Read our post on becoming a contributor for additional information.

What do you think? ▼
  • http://sollylabs.blogspot.com/ MikeDawson

    It always made me wonder: why if a piece of  content, be it an image, an article or a video is shareable  then why does the sharing stop at some point? - It took a long time to understand just how important critical mass is, and how essential it is for achieving anything in excess of 3 figure video owned and earned ad plays - Integral to gaining the critical mass is in the video having a mass appeal, yet product and service niches can be so specific. Business people in particular can be so guarded about the discoveries they make, that they would prefer a person with similar interests (i.e. a competitor) not to gain access to the video content and the solution it offers. As a consequence a video being good might have an adverse effect on the viewer numbers it receives, leaving it essential for the creation of new leads that the video owner uses the video for what it is: A great sales tool. Just as a great sales letter sometimes needs to be popped in the post, the emergence of textual advertising and the placement of ad videos related to content is a good postal address.Mike Dawson  sollylabs.blogspot.com

  • http://sollylabs.blogspot.com/ MikeDawson

    It always made me wonder: why if a piece of  content, be it an image, an article or a video is shareable  then why does the sharing stop at some point? - It took a long time to understand just how important critical mass is, and how essential it is for achieving anything in excess of 3 figure video owned and earned ad plays - Integral to gaining the critical mass is in the video having a mass appeal, yet product and service niches can be so specific. Business people in particular can be so guarded about the discoveries they make, that they would prefer a person with similar interests (i.e. a competitor) not to gain access to the video content and the solution it offers. As a consequence a video being good might have an adverse effect on the viewer numbers it receives, leaving it essential for the creation of new leads that the video owner uses the video for what it is: A great sales tool. Just as a great sales letter sometimes needs to be popped in the post, the emergence of textual advertising and the placement of ad videos related to content is a good postal address.Mike Dawson  sollylabs.blogspot.com