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”.
But that article is kind of old. What are people saying now?
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”.
What to do if cookies become a thing of the past? Consider “Native Advertising”
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.)
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.
First, check out the sweet life of coders in Silicon Valley.
And how important coding is to the future of our economy.
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).
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!