New Conversation Ad Network™ targets influence and rewards bloggers based on content quality to deliver most effective advertising in social media
BlogWorld & New Media Expo 2008
SAN FRANCISCO – BuzzLogic, an online influence-targeting company and social media ad network, today announced the general availability of its Conversation Ad Network, previously in beta. The launch coincides with this weekend’s BlogWorld & New Media Expo event, taking place at the Las Vegas Convention Center September 20-21, 2008. At launch, the Conversation Ad Network includes more than 500 sites across key categories including entertainment, politics, technology, fashion and sports. Combined with its partner networks, BuzzLogic represents a total reach of 2 billion monthly impressions.
In beta since June 2008, the Conversation Ad Network is designed to reward bloggers leading influential conversations on specific topics with quality brand advertising and more advertising revenue. Bloggers are either invited into the network or can apply to join, and receive compensation based on the influence ranking within BuzzLogic’s system, which considers factors such as subject matter expertise and the nature of linking relationships as part of its calculation.
To deliver campaigns, the Conversation Ad Network leverages BuzzLogic’s Conversation Ad Targeting platform – which also reaches partner networks to serve ads since its launch last year – to identify high-impact conversations and the credible blogs leading and participating in them. The platform then matches campaigns from BuzzLogic advertisers to the appropriate sites to reach engaged audiences actively following the dialogue.
“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.”
Unlike vertical networks that target based on category, the Conversation Ad Network targets ads based on the trusted relationships formed between blogs engaging in conversations on specific topics, as well as each blogger’s credibility on that topic. And, while many large ad networks have a significant focus on remnant ad sales, BuzzLogic’s ad serving platform ensures only high-quality brands will appear in the network. BuzzLogic works directly with brands and interactive agencies, including Microsoft, K-SWISS, Military.com, PBS KIDS SproutSM, Avenue A | Razorfish, and e-Storm International to execute campaigns across both its own network and partner networks, which enables advertisers to reach tens of thousands of blogs.
“Conversational media, like blogs, are clearly a strong channel for companies both from an engagement and advertising perspective,” said William Gaultier, CEO, e-storm. “BuzzLogic’s ability to find blogs based on influence on key topics, and place ads alongside these conversations, is powerful. Our results to date have been strong and we look forward to more.”
Publishers who have featured BuzzLogic advertisers during the beta period have built loyal readerships around specific subjects, and include sites like Denimology, HacknMod, The Inquisitr, Perez Revenge, Right Pundits, Digital Inspiration, Reality TV World, Dog Art Today and Gridskipper.
“Being a part of the Conversation Ad Network allows me to focus on creating really good content, rather than how I’ll make a living from my blog,” said Andy Knight of Denimology. “Content is really the key to driving readership on my site. And, because BuzzLogic rewards credibility and influence, rather than strictly impressions, I am very well compensated for my efforts.”
The explosion in user generated content has driven advertising dollars away from traditional portals and toward niche sites with highly-engaged audiences, creating a need for specialized networks that target social media. In fact, according to the IAB, the use of ad networks surged from 5 percent of total ad impressions sold in 2006 to 30 percent in 2007. Blogs have fueled the overall growth of the social media category, with 25 million active blogs, and more than 104 million active readers (eMarketer). Blog also represent a highly-engaged reader; 65 percent of blog readers say they access blogs explicitly to gain an opinion (Synovate).
“We’re at an interesting tipping point right now because these influential, yet often hidden, blogs are becoming less hidden every day,” said Crumpler. “With the launch of the Conversation Ad Network, we’re helping advertisers tap into this influence in a scalable way, and hopefully putting more money in bloggers’ pockets in the process.”
Visit BuzzLogic at booth #437 at BlogWorld for further information. Bloggers interested in learning more about the network or filling out an application can also visit http://adnetwork.buzzlogic.com/registration.
About BuzzLogic, Inc.
Founded in 2004, BuzzLogic™ is a technology company and growing ad network enabling advertisers and bloggers to harness the influential power of social media to fuel business growth. BuzzLogic’s patented algorithms identify influential online discussions on any topic, allowing marketers and advertisers to identify opinion leaders for the purposes of relationship-building or highly targeted advertising. BuzzLogic’s technology also powers its Conversation Ad Network, an ad network built for the conversational nature of social media, which aims to help bloggers with growing influence on niche topics better monetize their sites. http://www.buzzlogic.com and http://www.buzzlogic.com/blog/.