In the late 20th century, when the commercial internet was in its infancy, there was no end to the griping about “silos.” Back then silos referred to That Which Is Digital and That Which Is Not Digital. The gripe (from the digital side of the equation) was that the not-digital team got all the budget, and didn’t even accord the digitals a place at the table. So ingrained was the silo grudge that no one, but no one, grew to understand silos better than the digitals. In a scant … [Read more...]
Five Trends: How Brands Integrated Social, Mobile, and Web into 2012 Super Bowl Advertisements
February 6, 2012 By 15 Comments
By Altimeter's Jeremiah Owyang, with Brian Solis, and Zak Kirchner Findings: Five Trends Indicate Cross Channel Integration a Mainstay. Super Bowl ads, while only representing the nation’s largest consumer facing ads represent a bellwether for advertising trends for the remainder of the year, so marketers know to pay attention. To best understand these trends, Altimeter Group’s research team analyzed each Ad in real time, and conducted analysis to best understand the advertising trends … [Read more...]
What’s Facebook Going to Do with All That Money?
February 6, 2012 By 3 Comments
Many of us grew up with Marcia, Marcia, Marcia. For the past few years the refrain has been Google, Google, Google. But this past week, it’s been all Facebook, all the time. As we wait for the biggest IPO in tech history to shake out, the question I’m being asked most by clients and particularly the mainstream media is, by far, “what’s Facebook going to do with all that money?” Clearly, no one's in possession of a crystal ball, but some reasonable conjectures can be drawn. 1). … [Read more...]
Facebook’s IPO: What Does It Mean For…?
January 26, 2012 By 6 Comments
Over 800 million active users - more than half of whom log in on any given day and interact with over 900 million "objects" (pages, groups, communities, etc.). Over 250 million photos uploaded every day, over 70 languages on the site. The stats go on and on, and anyway you look at them, the numbers are huge. How can Facebook grow bigger still? That's what we're waiting so see as the tech world - heck, the world at large - holds it breath for the biggest IPO since Google went public in … [Read more...]
Content Marketing: What’s the Impact on the Advertising Ecosytem?
October 20, 2011 By 11 Comments
It's always a strangely climactic and at the same time anticlimactic moment when a book you write finally publishes. After months of writing, editing and corrections, you wait. And wait. One night, you return home to find a box on the doorstep. Suddenly, you're savoring that long-anticipated moment of holding the book in your hands. That how it transpired with my first book, and the moment was repeated yesterday when Content Marketing appeared at the door. It felt a bit like an ending, but … [Read more...]
Future of Media: Altimeter Group Pilot Event
October 3, 2011 By 5 Comments
Advertising: is it dying? In an ecosystem where rolling your own media has never been easier or cheaper, why would advertisers buy media from publishers to spread their messages? What's the new model: advertorial; advertent (as one attendee dubbed it); content marketing? And hey, aren't ads content, too? Last week, a group of advertisers and marketers from all sides of the equation (tech, buy-side, media and agency) got together at the Hangar to discuss these and other very topical issues … [Read more...]
First Take Analysis: What Twitter’s “Promoted Tweets” Means To The Ecosystem
April 13, 2010 By 6 Comments
The Altimeter Group was pre-briefed by Twitter COO Dick Costolo last week about this upcoming launch, we've had some time to think over what it means to the industry. Help your boss fight through the clutter, send them this post. Summary: Twitter has launched Promoted Tweets, combining paid and organic media. Brands can now advertise promoted tweets on search pages, however the community has power over which tweets will appear measured by Twitter's new metric called "resonance" which factors … [Read more...]
