Halogen: The Paid, Earned & Owned Trifecta Boosts Brand Awareness 61%

The paid, earned, owned media model established itself as a powerful driver of marketing campaigns, but new research shows the trifecta may convince some more than others.

According to a recent survey of 1,800 consumers by WPP Group’s Kantar Video and Synaptic Digital, women are more likely to respond to the combination of paid, earned, and owned media than men. As it turns out, men want their information to come from independent third parties, while women pay attention to both paid and earned media to inform their decisions.

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