Triple media refers to the three typical types of media (media that consumers/users come into contact with when obtaining information): ”
paid media
,” ”
earned media
,” and ”
owned media
.” The characteristics of each media are as follows.
- owned media
Company-owned media. In a broad sense, there are various types such as corporate sites, brand sites, content sites, EC sites, company pamphlets, and public relations magazines.
- paid media
Media that publishes for a fee. Includes 4-mass advertisements (TV, radio, newspapers, magazines), listing advertisements, banner advertisements, etc.
- earned media
Media operated by a third party to gain a company’s reputation and credibility. These include review sites and personal SNS.
PESO model and shared media
Triple media is the mainstream classification standard for advertising media in Japan, but the “PESO” model is mainly used overseas. The PESO model was announced by Ketchum, a major US PR company, in 2010, and includes the addition of “shared media” to triple media.
“Shared media” refers to word-of-mouth and dissemination by consumers through SNS such as Twitter, Facebook, and Instagram. The example of earned media introduced earlier uses SNS as a media, but the difference between shared media and earned media in the PESO model is that even though the information is on the same Twitter, Facebook, Instagram, etc., shared media is transmitted by consumers. Earned media is advertising information sent by companies using SNS. In order to prevent stealth marketing, which has become an ethical issue in recent years, it is necessary to fully understand the difference between shared media and earned media.
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