Audi Cuts Ad Costs With Blogs
Last week, at the OMMA East conference, the subject of blog advertising received a lot of attention. Brian Clark, the CEO of GMD Studios, told a story of advertising on the blogosphere that achieved amazing results.
Online Media Daily writer Shankar Gupta wrote about the event last Thursday. He said Clark talked about an ad campaign his firm ran for Audi called "The Art of The Heist." Clark said just one half of one percent of the media buy budget was dedicated to buying ad space at the BlogAds agency. Clark said this minute amount spent on blog ads accounted for 29% of the traffic sent to the campaigns landing page.
To put things in perspective, Blogads posts some metrics on their website and pricing for ads. Their top site, Daily Kos, is a progressive political blog. The blog has a reach of nearly a million people a day and ads range in price from $900 to $5000. Another called PSP-Hacks charges a small $150 a day and gets "30,000+ unique sessions a day." And there were certainly others on a wide variey of topics.
These traffic levels are no joke. While traditional ad campaigns are certainly useful, blogs are becoming a force to be reckoned with in the advertising market. The search companies either already have or are in the process of creating small/medium publisher advertising models in the form of AdSense, the Overture product from Yahoo, or one of the other entities. These blogs generate millions of hits a day AND give companies an opportunity to appeal to specific niches of early adopters in many cases.
Audi won't be the only case either. As more and more companies realize the potential of these blogs, even if they can't control the comments, they will see the potential. The next big goal will be turning these amazing click-thru results into tangible sales results, particularly with things like big ticket items. Even though the traffic is coming, there must be some benefit from all these clicks.
Source: WebProNews
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