The future is owned: why brands are building their own media empires

In today’s marketing world, attention is expensive, trust is fragile AF, and third-party data is on literal life support.

Now don’t get me wrong, paid media is not some obsolete practise, because that's not the case at all. But it is harder than ever to reach the right people in the right way at the right time.

So then, what is working?

Brands appear to be doubling down on a quieter, compounding force: owned media. Instead of chasing audiences around the internet, they’re building platforms and content ecosystems powered by first-party data and direct distribution.

Owned media doesn’t replace paid--it amplifies it. When done right, it’s the engine that makes your entire marketing mix more effective, efficient, and future-proof.

So without further ado, here’s how to build, scale, and monetise your own media network, without sounding like a buzzword generator or burning your ad budget.

First off, what the heck is "owned media"?

We’re all well aware at this point that the marketing world is full of jargon, so let’s keep it simple:

Owned media is anything you fully control. This includes your website, your newsletter, your app, your loyalty program, your content channels, your in-store experience, your data.

It’s the home base. The ecosystem. The place where you connect with your audience on your terms.

Now contrast that with:

• Paid media: You rent space (ads, influencers, sponsorships)

• Earned media: You hope for attention (PR, social shares, reviews)

With owned media, you own the channel, the content, and the data. No shifting algorithms. No rising CPMs. Just you and your customers, building something sustainable.

Why owned media is the foundation, not the replacement.

This isn’t a “ditch paid, go all-in on organic” pitch. Paid media still plays a critical role: it drives reach, accelerates growth, and fills gaps fast.

But without a strong owned media engine, all that paid traffic has nowhere to land. No place to convert, engage, or stick around.

Owned media is the infrastructure that:

• Powers better personalisation

• Informs smarter targeting

• Reduces long-term CAC

• Keeps people engaged after the click

It’s not “either/or.” It’s better together.

So, why does owned media matter more than ever now?

Third-party cookies are disappearing faster than the real ones in my pantry. Regulations and platform changes have made traditional ad targeting harder (and sometimes spookier for consumers). Owned data = clean, compliant, consent-based.

CAC is climbing. Paid ads are more competitive and more expensive than ever. Owned media lowers your reliance on spend alone by building trust and retention over time.

Customers are overwhelmed. We're living in an attention recession. Consumers are tuning out random ads and tuning into brands that show up consistently with relevance and value.

Owned media gives you the context and control to meet your audience where they are, and actually keep them there.

Here’s how to build your owned media ecosystem

Step 1: Capture first party data (the right way).

This is your foundation. Collect insights from:

• Purchase history

• On-site behaviour

• Email and SMS sign-ups

• Loyalty program activity

Always ask for permission, offer something of value in return, and use what you learn to serve, not stalk.

Think: “Tell us your preferences” > “We noticed you like sneakers, here’s a guide you’ll love”

Step 2: Pick your power channels.

Don’t try to be everywhere. Choose a few high-impact channels you can control and grow:

Retail brand? Here are some channel ideas: App, SMS, receipts, digital screens, packaging

DTC brand? Here are some channel ideas: Email, blog, podcast, TikTok (as hybrid), community hub

Services brand? Here are some channel ideas: Webinars, resource center, newsletter, video series

B2B brand? Here are some channel ideas: LinkedIn newsletter, gated content, branded podcast

Step 3: Create content that actually resonates.

Owned media works best when it doesn't feel like a pitch.

• Share tutorials, guides, behind-the-scenes, hot takes.

• Add utility, entertainment, and insight.

• Speak like a human, not a brochure.

Instead of “try our skincare set,” go with “3 common skin myths that are wasting your money (+ what to use instead).”

Step 4: Make every touchpoint a distribution channel.

Your media network isn’t just a website or a blog. It’s every owned space where your brand can live and grow.

• Use QR codes in-store to drive to digital content

• Mention your podcast in your welcome emails

• Promote your app via post-purchase flows

• Drop referral codes into packaging

The more cohesive the ecosystem, the stronger the network effect.

Step 5: Monetise with intention.

Owned media doesn’t have to be passive. It can drive direct and indirect revenue:

• Run brand partnerships on your podcast or platform

• Promote products in your newsletter (with restraint)

• Use data to personalise upsells and product drops

• Launch exclusives to your loyalty community

The key? Deliver value first, sell second.

Step 6: Measure what matters.

You don’t need to measure everything. Focus on the signals that show you’re building lasting value:

• Retention rate

• Repeat purchase rate

• Lifetime value (LTV)

• Email/SMS engagement

• CAC efficiency vs. paid-only campaigns

When your owned channels are strong, your paid performance improves too.

Who’s actually doing it right?

• Glossier: From blog to UGC to email, their community is the media.

• Nike: Apps, content, and exclusive drops keep users engaged inside their owned universe.

• Canva: Their content hub, tutorials, and newsletters turn product education into a content engine.

• Sephora: A content-rich loyalty app, community forum, and tutorials that make every touchpoint shoppable.

None of them abandoned paid media. They just made it work harder by backing it with owned infrastructure.

Own the relationship, win the game.

This isn’t about replacing one channel with another. It’s about building a sustainable, brand-owned foundation that makes everything work better, paid included.

When you have the data, the content, and the direct line to your audience, you’re not just reacting to platform changes. You’re in control. You’re in conversation. You’re building a brand that lasts.

-Sophie Randell, Writer