** Tues. Paid Media w/ @sselenam and Thurs. Coding w/ @codecademy

Tuesday, we’re going to do our last bit of the inbound marketing puzzle with Paid Media, which in many ways is the most “traditional” form of media promotion but today is changing rapidly. (Honestly, I think if I could do my pre-academic advertising career over again, I would be in media buying. It’s always been cool and it’s getting cooler every day thanks to the explosion of data and new platforms.)

First, you should read this article by Sean Corcoran (@SeanCor) formerly of Forrester and currently at Mullen (where I used to work!) defining earned owned and paid media entitled, “Defining Earned, Owned and Paid Media”.

Defining Earned, Owned And Paid Media

But that article is kind of old. What are people saying now?

Paid, Earned, And Owned: A Content Paradigm Whose Time Has Passed

A controversial aspect of paid media is the use of “cookies”, which sound delicious but actually are just pieces of code that track your online behavior. Cookies are under fire, particularly in Europe where they seem to care about things like “privacy” and “fairness” and “transparency”.

Print – EU Cookie Law Could Be the Death of Digital – Advertising Age

What to do if cookies become a thing of the past? Consider “Native Advertising”

Native Advertising: Media Savior? from Ad Age

But probably the most interesting thing to come along in the Paid Media space is the idea of “Programmatic Media Buying”. What is it? Not that I think you are dummies at all, but here’s a helpful article entitled “Programmatic Ad Buying for Dummies”. (NOTE: It’s a slideshow type article. Make sure you click on the arrow and get through the 7 or 8 pages.)

Programmatic Ad Buying for Dummies from Ad Age

For your blog post on Tuesday, please highlight:

  • In a “viral/earned” media world, should firms still invest in paid media?
  • What is Native Advertising? Who is doing it well? (Don’t mention The Atlantic or Buzzfeed.)
  • What is programmatic ad buying? Are media buyers going to lose jobs? Will it ever come to broadcast television?

On Thursday, we’re going to have one of our most popular days of class, the day we talk about coding.

(Binary solo!)

First, check out the sweet life of coders in Silicon Valley.

Silicon Valley Goes Hollywood: Top Coders Can Now Get Agents – Businessweek

And how important coding is to the future of our economy.

Print – Huge Hosts Crash Course in Coding Over Four Days at SXSW – Advertising Age

Next, to get a taste of what computer science is all about read chapter 1 of “Introduction to Computing: Explorations in Language, Logic and Machines” by David Evans of the University of Virginia (my alma mater).

Computing Textbook

Now, here is the really fun part. After doing all of this. You are going to sign up at http://www.codecademy.com/ and spend two hours on the site. Take a screenshot of where you get after two hours, post that on your blog and write about the experience for your blog post of the day. Trust me, you’re going to have some fun. Hopefully this other video will motivate you, too.

Have a great weekend!

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