Budgets are under pressure, audience journeys are fragmenting and the lines between paid, owned and earned media are blurring. How should brands decide where to invest, which audience relationships to build themselves and when trusted partners can extend their reach and influence?

Bringing together advertiser, agency, media owner and technology perspectives, this panel explores how paid, owned and earned media can work together to deliver stronger results — rather than being planned and measured in isolation.

Discussion points to include:

• The role paid, owned and earned media should each play.
• When to invest in paid reach versus owned content, experiences and customer relationships.
• Where brands should own the audience relationship and where partners can add value.
• How paid media can amplify owned content and earned attention.
• How TV, radio, publishing and OOH strengthen search, social and other activation channels.
• Measuring the combined impact of the media mix rather than individual channels.
• How AI is changing visibility, content and authority.
• What marketers should stop spending money on.