BuzzLogic Launches Conversation Ad Network for Bloggers
This week at the BlogWorld & New Media Expo event, BuzzLogic, an online social media ad network, announced general availability of its Conversation Ad Network. The product had been in beta since June of this year. Today, Conversation Ad Network includes over 500 websites across categories including entertainment, technology and politics. BuzzLogic and its partner networks represent a total reach of 2 billion monthly impressions.
Unlike ad networks that reward high traffic sites, Conversation Ad Network is targeted toward blogs of all sizes that are influential within their scope of expertise. Sites receive compensation based on their influence ranking within the Buzzlogic system, which considers factors such as incoming/outgoing links and subject matter expertise. Bloggers may be invited to join the network or can apply for membership.
The Conversation Ad Network leverages the company’s Conversation Ad Targeting platform to identify high-impact conversations and the blogs leading the dialogue. The platform then matches those sites (and the audiences actively engaged in specific areas of discussion) to the most appropriate network advertisers.
“We’ve seen a strong correlation between campaign effectiveness and the quality blogs our technology is able to surface since launching our targeting platform last year – now we’re expanding our targeting approach to our own network of sites,” said Rob Crumpler, CEO of BuzzLogic. “In this fragmented media 
environment, it has become clear that a popular site isn’t necessarily influential when it comes to niche subject areas. Many lesser-known blogs have the capability to deliver great advertising results, they’re just not getting paid for it – our technology helps correct that imbalance.”
This is something the print publishing world has known for some time –a small, targeted audience, is sometimes better than a wide reach. Just look at those skinny, expertly written trade journals on niche topics that successfully collect subscription rates in excess of $500 for twelve thin issues, or the narrowly focused advertising in society magazines focused on small communities, such as Bridgehampton, New York. For a narrow-focus brand that wants to reach out to a specific audience, a blog read exclusively by that audience is more valuable than a spot on the New York Times website, which would sell for thousands of dollars.
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This entry was posted on Friday, September 19th, 2008 at 8:17 am and is filed under News. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
