Paid > Earned > Owned > Earned > Paid > Owned > Paid > Earned
Advertising and in media are experiencing a moment of convergence. The lines are blurring between paid, earned and owned media. Each is bleeding into the other, blurring the lines between where advertising, marketing and consumer-generated media begin…and end.
Examples of earned and owned media that morph into paid:
Facebook: Among their new ad units are pieces of content (owned media) from brand pages that can be converted into an ad unit. “Anything you can do on your page,” Facebook promises brand advertisers, “you can do in an ad.” Earned gets rolled into the equation as these ads are displayed to friends-of-fans, along with Likes and other forms of CGM.
Bazaarvoice: The company that built its reputation on powering ratings and reviews has moved these forms of owned media into both paid and owned media. Take their new ad units that display user review in standard display formats. Reviews can be targeted on a number of demographic and behavioral factors, e.g. gender, geo-location, or products viewed.
Microsoft: dotJWT created a campaign aimed at the IT community by monitoring conversations in an online discussion network. Comments that were particularly favorable or trenchant were pulled from the private community and plunked into display units. “Geeks don’t respond to advertising, they respond to other geeks,” dotJWT head Jon Baker told me.
This examples are just the tip of a very large iceberg. Paid can take a reverse course and morph into owned. And earned. Or both. Consider the long lives of advertising spokes-characters on the web: The Old Spice Guy. The Most Interesting Man in the World. Seinfeld & Superman. This list seems endless.
So, with the publication of a research report on content marketing behind me, it’s time to take notes, amass material and look into another area of digital disruption: the convergence and confluence of paid, earned and owned. I’ll be working on this project with my colleague Jeremiah Owyang. Stay tuned for more on the topic as our research theme takes shape and the process begins.
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[...] tackle the topic of how we see paid, owned and earned converging. In fact she’s shared her perspective about how we’ll approach this joint report together. This report flows under Altimeter’s research theme of the Dynamic Customer Journey (more on [...]
[...] written both a book and a recent research report on content marketing. In fact she’s shared her perspective about how we’ll approach this joint report together. My expertise is earned and owned media, while Rebecca is more proficieient in paid and owned. [...]
[...] I’m very pleased to announce a new research project by Altimeter Group involving myself (Earned, Owned) and Rebecca Lieb, our NY based analyst who knows advertising, agencies, and has written both a book and a recent research report on content marketing. My expertise is earned and owned media, while Rebecca is more proficieient in paid and owned. Together, we will tackle the topic of how we see paid, owned and earned converging. In fact she’s shared her perspective about how we’ll approach this joint report together. [...]
[...] - John Baker, President of dotJWT, one of the planet’s largest digital ad agencies (reported on RebeccaLieb.com) [...]
[...] The question now, of course, is dissecting, mapping and documenting why these campaigns worked. “Paid [media] for us is actually an amplification of earned,” Smallwood told me, a trend Jeremiah Owyang and I are learning in the process of our in-progress research on the confluence of paid, earned and owned media. [...]
[...] Paid > Earned > Owned > Earned > Paid > Owned > Paid > Earned by colleague Rebecca Lieb. [...]
[...] Paid > Earned > Owned > Earned > Paid > Owned > Paid > Earned by colleague Rebecca Lieb. [...]
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