App-vertising

The New Ad Unit in Social Media

Mike Lazerow, CEO of Buddy Media, introduces his practice of leveraging social media with applications that help brands to engage customers by giving them something fun, valuable, or self-expressive.  His strategy is echoed by many successful voices.  Two examples come to mind:

1. Angela Courtin, SVP of Marketing,  Entertainment, and Content at MySpace in her treatment of "What Users Care About"
2. Dan Buczaczer, SVP at Denuo Group, in his "Rules and Roles for Brands to Collaborate with Users who Generate Online Video"

Mr. Lazerow calls "App-vertising" the new ad "unit".  This introduction was a part of a discussion panel at OMMA Social SF 2009 entitled "The Odd Couples: What Happens When Social Media Agencies and Advertising Agencies Hook Up?", which took place on January 26, 2009.