The term Owned Media is often used in conjunction with the other two types of media: Paid Media and Earned Media.
Owned Media refers to all media efforts that are in full control of the advertiser, and generally does not incur any variable payout to an external publisher (i.e. An ad creative may be fully designed and built by the advertiser, but in order to disseminate it, you need to pay publishers to place it on their site). Examples of Owned Media include the advertiser’s website, any media properties or microsites they may own, any mobile apps they build, any blogs they maintain, posts and tweets they may do on any social channels they maintain, customer base email marketing they may do, etc… Furthermore, when marketers invest in enriching one’s owned media, it also pays dividends on the Earned Media front (and, to an extent, on the Paid Media front — for example — better quality landing pages on the advertiser’s site can help improve quality scores on their Paid Search efforts).
