May 8, 2013

How Corporate Storytelling Blurs Lines of Paid, Earned, Owned Media
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But more than just falling out of favor, the concept of the “ad” has changed. When PandoDaily, a Silicon Valley blog, asked Kirk Cheyfitz, CEO of Story Worldwide, to name the best online ads of 2012, he wrote a post:

“The best online ads of 2012 weren’t ads.” Explains Cheyfitz, “My picks were not paid units sitting between content. They were the content. And they were unpaid. Prime example: Felix Baumgartner and the plunge to earth. How right on for Red Bull is jumping out of a space capsule? It was a great story, but it wasn’t a paid unit — and yet it got tens of millions of viewers and more juice for Red Bull than an ad could have received. It’s the present and the future of advertising. And that’s why content specialists need to understand advertising and what it does.”

In fact, Cheyfitz claims social content is a new ad unit:

via How Corporate Storytelling Blurs Lines of Paid, Earned, Owned Media.

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Tom George

Founder and CEO of Internet Billboards. A futurist and serial entrepreneur, as well as a professional fitness trainer, martial artist, and business strategist. Helped to develop inbound advertising. An avid content curator who enjoys finding those digital gems out there in cyberspace and sharing them with others.
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Tom George

Founder and CEO of Internet Billboards. A futurist and serial entrepreneur, as well as a professional fitness trainer, martial artist, and business strategist. Helped to develop inbound advertising. An avid content curator who enjoys finding those digital gems out there in cyberspace and sharing them with others.

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