Interactive Advertising Bureau (IAB) Digital Media Sales Certification Practice Test

Earned media refers to the exposure a brand gains through communication that is not paid for and not directly controlled by the brand itself. It is defined primarily by the organic publicity a brand receives when others talk about it, whether through word of mouth, social media mentions, or coverage by news outlets. When customers or the general public create content related to a brand—such as reviews, testimonials, social media shares, or blogs—they significantly contribute to the brand's visibility and reputation.

This form of media is highly valuable because it is perceived as more trustworthy compared to paid media, as it often comes from third-party sources rather than direct promotions by the brand. In contrast, the other options represent forms of media that do not fit the definition of earned media: paid advertising represents bought exposure, media created by the brand itself falls under owned media, and media resulting from paid partnerships involves a financial transaction for exposure. Therefore, the definition of earned media distinctly focuses on that unsolicited, organic publicity generated through customer engagement and advocacy.