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research is ongoing about how investment in paid media and digital owned media drives changes in brand sales. the advertising-intensive curve (Jones, 1990) suggests that paidmedia investment is correlated to brands' market position in the repeat-purchase packagedproduct category. Building on that framework, the authors analyzed 838 brands in 14 product and service categories for share of spend in paid media and share of digital owned media-unique visitor traffic and traffic to social media-taking into account their relationship with share of sales. investment in digital owned media was correlated to brands' long-term sales growth rates and to the balance between paid-media and owned-media investment.• At a macro level, "share of digital owned media to share of market" corresponds to the "share of paid media to share of market" mapped out in past studies.• The effectiveness of digital owned media is influenced by the long-term trend of brand sales and the balance between paid media and owned media.• There is synergy between paid and digital owned media that varies in effectiveness by category and in effectiveness of paid and owned media.• When brands that invest less in paid media shift more of their marketing efforts to owned media, both owned media and paid media will influence sales.

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