New Research: “Defining and Mapping the Native Advertising Landscape”

Not since the legislative debate over spam back in the early part of the millennium has a digital marketing term been so riddled by obfuscation and misunderstanding as native advertising. A quick search of the term on Google returns an impressive 219 million results, yet to date there’s been no real definition of what marketers, publishers, agencies, social media platforms, or any other players in the digital ecosystem mean when they bandy it about. With so much discussion centered around … [Read more...]

The Converged Media Imperative

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 decade, more … [Read more...]

Trend: Social Media Agencies Turn to Advertising

By Jeremiah Owyang, originally posted on Web Strategy. In a stunning early finding of interviews with nearly a dozen social media agencies and software providers, I'm seeing a new trend: Social media agency of record (SMaoR) are now moving into advertising buying.   I've just spent a week interviewing a number of social agencies here in Manhattan as well as taken briefings from around the globe (see below for source info) Why this dramatic change from social media purists who once declared … [Read more...]

Five Trends: How Brands Integrated Social, Mobile, and Web into 2012 Super Bowl Advertisements

Super Bowl Ads

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 for … [Read more...]

Crowdsourcing the logo for Altimeter

I've had good success setting up my own business at Altimeter Group but one thing I never got around to doing was getting a logo done. Last summer, I was briefed crowdSPRING, which is a marketplace for creative projects. So I've decided to put my logo up as a project there, where designers can submit their ideas. Why put my brand logo design in the hands of complete strangers? Well, I figured that anything is better than the simple font-based brand identity I have now! I also looked at … [Read more...]