Owned media leverage is lucrative,
but it is complex and time consuming
Over $4BN in additional value already unlocked
We make owned media leverage
easier, faster and more profitable
What is Owned Media?
Owned media assets are defined as any consumer touchpoint you own which attracts an audience.
Trusted by leading businesses
We work with organisations to leverage the assets they own in various different ways.
We will generate value for you in 3 ways:
New revenue by selling advertising space to like-minded brands
Improved commercial terms with partners who use your owned media
Savings on your paid media
“Harrods Media delivers an important contribution to Harrods Group bottom line with the added benefit of driving retail sales in-store”
Guy Cheston
Media Sales Director
Harrods Media
Virgin Australia has over 35 owned assets, but we weren’t valuing them accurately and consistently. Sonder were able to change that, allowing us to approach potential commercial partners with absolute confidence in the value of our owned media assets.
At Myer we are always looking for different ways to make money and owned assets are a very high margin revenue stream. You have infrastructure that exists and with a small investment in FTEs you can generate, tomorrow, an immediate revenue stream. The big play is engaging consumers in a more relevant way and commercialisation, that’s the double jump we’ve experienced.
As the largest bank in the country, Commonwealth Bank has a vast owned asset footprint and we had undervalued this media in the past. Sonder accurately valued every media format we own, which now enables us to leverage them more strategically in our business and connect better with our customers.
Across our Tip Top bread range we sell in excess of 17M loaves of bread a month. This converts to a significant number of customer connections every day. Working with Sonder we were able to calculate the commercial potential for our bread packaging. We now operate like a media owner, partnering with complementary brands and realising maximum value from our assets.
At KFC we hadn’t been charging partners to use our owned channels. Sonder were instrumental in assessing our true worth and gave us the confidence to start valuing our assets as media channels. It made us reconsider how we use our assets with commercial partners like PepsiCo & Unilever.
Stockland has 40 shopping centres and a vast owned media ecosystem with over 5,000 media formats, so the task of auditing and valuing them all was immense. Sonder were forensic in their analysis, managing to assign new rates to every asset and provide insightful recommendations as to how we package and sell our offering to partners. We are now working through the roadmap to step-change our growth in owned asset commercialisation.
Our proven roadmap to leveraging owned media assets
There are 3 steps to leverage your owned media:
1 - Value
Firstly you need to accurately value and audit your owned media assets. You can do this yourself using our MAVmetric tool, or we can help you.
2 - Unlock
Once you know where the value lies, you develop your assets for improved marketing and better value extraction.
3 - Commercialise
When ready you can create valued owned media solutions for other like-minded brands and generate new revenue and improved commercial terms with partners.
1 – Value
Firstly you need to accurately value and audit your owned media assets. You can do this yourself using our MAVmetric tool, or we can help you.
2 – Unlock
Once you know where the value lies, you develop your assets for improved marketing and better value extraction
3 – Commercialise
When ready you can create valued owned media solutions for other like-minded brands and generate new revenue and improved commercial terms with partners.