BuzzLogic Introduces “Conversational Ad Targeting” On Blogs

Nov 5, 2007 at 9:23am ET by Greg Sterling

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.

Greg Sterling is a Contributing Editor at Search Engine Land, and writes a personal blog Screenwerk, examining the broader world of media and advertising. He also posts at a Local Mobile Search, which is focused on the mobile Internet.

See more articles by Greg Sterling >

Share, Bookmark & Discuss This Article
More:

See more stories like this in the Members Library! Check out the Search Ads: Contextual, Search Engines: Blog Search Engines sections of the Members Library where this story is filed. Members also get access to exclusive video content, a members-only weekly & monthly newsletter, plus more. Check out all the benefits!

FREE DAILY SEARCH NEWS RECAP!

Stay on top of all the search news with our daily summary, the SearchCap newsletter. View a sample ›

STAY CURRENT THROUGHOUT THE DAY

The Search Engine Land feed keeps you informed as news happens. SEE ALL FEEDS »

BuzzLogic Introduces “Conversational Ad Targeting” On Blogs

FREE DAILY SEARCH NEWS RECAP!

STAY CURRENT THROUGHOUT THE DAY

Get Your Search Engine Land Premium Membership!

Get Your Search Engine Land
Premium Membership!