A Convergence of Advertising, Social, and Content

While not new, most professional blogs follow the media and advertising model that has existed for decades on TV, internet, and media: Create compelling content, and subsidize with advertisements. We see this as only the start, as ads will now start to integrate the crowd to create, source, become the creative, and share.

Remember the “Markets are conversations” motto from Cluetrain? Yet when it comes to social, Cluetrain believers have tried to keep this medium separate from traditional media models and keep it purely conversational. When we look closely, advertising is the primary revenue driver for Google, Facebook, and most social sites who provide free and compelling services in exchange for brands to share their offerings.

All of this mixture of corporate content, consumer media, and advertising is converging into one media type. In our upcoming Altimeter research report this Thursday (co-author Rebecca discusses the premise), we’ll be sharing The Converged Media imperative, where after dozens of interviews with agencies, brands, thought leaders and software innovators, we have found a trend where a new media type has merged, which we’ve dubbed “Converged Media”.

To celebrate this interchange of paid, earned, and owned, I wanted to get your opinion as readers if how you would react, feel, or engage with advertisements on this blog in the right column or on top banner. My promise is to only bring relevant ads (of companies that are related to topics I write about) and that do not interrupt (no popups, no takeovers, no auto-start media, no page turns). Additionally, I would experiment with new advertising forms (such as converged media), and then write about, sharing my experience.

Your opinion matters, so I’m listening, please leave a comment, ads on this Web Strategy blog? Cool or Drool?

Update: After careful review of comments, discussions, I have now decided to allow advertisements to appear on the right hand column. These will not be disruptive (popups, blocks, tear across) and I will personally review all content to ensure it’s related to the content strategy of this website. I’m thankful we can partner in all directions: website owner (me), readers (you), and sponsors (advertisers), to advance with converged media.

37 Replies to “A Convergence of Advertising, Social, and Content”

  1. As long as you can stay true to being transparent and authentic in your blog I think it is a great idea. I love your content. #founder. Besides you will be actually using the ideas you are developing so we can see how they work.

  2. I don’t have an issue with ads being displayed.  Admittedly, most of the time I don’t even consciously “see” them.  But the more relevant they are to my interests, the more highly I would value them and potentially take action

  3. I have no problem with ads – I understand, and frankly appreciate you asking. I’d love to see you have some influence over the ads, in terms of the content and focus – don’t leave it to the machines to decide what is best to sell readers based on what you write.  You could show the rest of the world how context really works if that advertisers were willing to work with you to deliver stuff that is aligned with your issues, sensibility, etc.

  4. A couple of thoughts:

    1) I typically read your posts via RSS through Google Reader, and would guess that at least a decent segment of your readership does the same. We would only see the ads when — as I’m doing now — we come to the site to comment or read others’ comments.
    2) As an analyst, in particular, I think you walk an ever finer line with accepting advertising than most bloggers. After all, your job is write objectively about the businesses and brands that you cover, and I fear that advertising could color that perception of objectivity.  Presumably you face the same challenges in writing/blogging about brands/vendors that are already your clients, but courting/approving ads could leave you facing some very sticky questions. 

    That said, I appreciate your willingness to discuss this possibility openly, and to listen and respond to your community of readers!

  5. Relevant, approved and appropriate ads can be quite valuable to us readers. Take a look at Penny Arcade who have been carefully selecting ads on their site for years – gamers know they’re “approved” and quite often get access to new games, gear & info ahead of other communities. (Although they’re exploring a new option now on Kickstarter).

    I’ve always believed ads could ad value if they were done properly. Jeremy I reckon you’d do it right.

    Thanks for asking.

  6. I agree. You can’t get anything for free these days and although we don’t always like to admit it, it’s money that make the world go around, the media still largely relies on advertising.

    I would have no problem with advertising in the sidebar of your blog, or even a banner, as long as it’s not ‘in your face’ or pop ups.  After all, we are so saturated with advertising nowadays, we simply choose to read what we want, and if it helps you to continue producing the blog, well so be it.

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