Ace the 2026 IAB Digital Media Sales Certification – Dominate the Digital Stage!

The key benefit of earned media is high credibility from customer endorsement. Earned media refers to the publicity gained through promotional efforts other than paid media, such as online reviews, social media shares, and mentions in news articles. When consumers engage with or endorse a brand voluntarily, it generates trust and authenticity. This type of media benefits from social proof, as endorsements from satisfied customers are often perceived as more trustworthy than traditional advertising methods. Consumers tend to value peer opinions highly, and earned media taps into this psychological tendency, enhancing the credibility of the brand and its messaging.

In contrast, the other options highlight aspects that are not inherent advantages of earned media. Earned media does not provide high control over the message since the brand cannot dictate how or when consumers discuss or share information about it. While it can lead to impressive results, the immediacy of those results can vary greatly and does not always match the speed of paid media options. Lastly, earned media does not involve direct payment for advertising space, as it relies on organic reach and engagement rather than purchased placements.