One of the knottiest topics we’ve been discussing at Altimeter Group lately is the way media are converging. Back before the social web and the ability of consumers to share and publish their own content, there were pretty clear lines of demarcation: advertisements (paid), marketing collateral (owned) and press clips (earned). And the twain didn’t really meet.
Today, that’s all changed. Here’s a TV commercial for Oreos that aired not too long ago.
So, what is it? Paid? Owned? Earned?
- It’s certainly paid, in that it’s a commercial that aired on network television;
- It’s owned, in that as soon as you click you are redirected to YouTube;
- And it’s earned, in that I just shared it with you, and was responsible for your click.
Jeremiah Owyang and Rebecca Lieb recently published a research report, “The Converged Media Imperative: How Brands Must Combine Paid, Owned, and Earned Media,” that takes on the questions surrounding how advertising and media are converging, how this convergence is disrupting marketing, and what marketers and their agency partners must do to unlock the value of converged media within their organizations.
This is an area I discussed in some detail in “The Social Media ROI Cookbook“; the fact that measuring media now depends on the state in which you find it. I’ll be working with Rebecca and Jeremiah to flesh out the measurement implications over the next several months; in the meantime, here are several resources to spur your thinking.
Rebecca and Jeremiah will be hosting a webinar to discuss the results of their research on September 13 at 10 am PDT. To register, click here, which will make that webinar and report both owned (via Altimeter) and earned (via this blog post).
Here’s the report, to read, download and share: