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Nov. 5, 2007 at 9:23am Eastern by Greg Sterling
BuzzLogic Introduces "Conversational Ad Targeting" On Blogs
BuzzLogic started out offering analytics to identify the blogs that were having the greatest influence on particular topics or "conversations" online. Now the company is moving into the online advertising space. In a new product extension, BuzzLogic is enabling advertisers to target text or display ads on any blog within the Google AdSense network.
Marketers with existing AdWords accounts may create ads within BuzzLogic for the particular sites where the "conversation" about a product, service, or brand is happening. This capability doesn't exist within AdWords/AdSense itself. BuzzLogic has said that other ad networks will follow in the near future.
What this means is that marketers can locate, create, and then place ads, say, for digital cameras, on blogs that have the greatest influence (as determined by the BuzzLogic algorithm) on the online discussion of digital cameras. This has many obvious and some less obvious but important implications for brands as well as direct marketers. As social media and blogs gain in influence, marketers are seeking ways to take advantage of or combat their influence. What's interesting about BuzzLogic's tools is that they make that influence much more transparent to marketers. And the new ad targeting options make it actionable.
Other blog search engines and tracking tools, such as Technorati, allow audiences and marketers to see blogs that may have overall influence or are discussing particular topics. But they don't rank blogs for influence on particular topics or keywords, let alone allow marketers to buy ads on those specific sites.
BuzzLogic said its beta advertisers saw conversions that were as much as 2x better than other approaches.
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By Greg Sterling
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