Mobile continues to change (and challenge) the landscape of traditional advertising. Since the first newspaper advertisement appeared in 1704, “Paid Media,” where an advertiser pays a publisher to access that publisher’s audience, has been a primary way for brands to promote themselves.
On the other hand, “Earned Media,” where brands reach an audience more organically, through media coverage and influencers sharing content, has been the less expensive means of gaining awareness.
This combination of Paid and Earned Media have been two anchor points of marketing strategy for decades. However, both models are currently under fire.