Advertising agency Ogilvy sent a staffer to Chicago last week for the BlogHer ’09 conference, which celebrates women who blog. And while I’m not sure how that’s different from men who blog—and I don’t want to get bogged down in semantics or gender politics here—the conference yielded some insights of use to people of all persuasions. Or so I gathered from a post at Ogilvy’s blog, “Fresh Influence,” written by Karen Untereker, who attended a panel discussion featuring The Daily Beast founder Tina Brown, The Root publisher Donna Byrd, and L Word creator Ilene Chaiken. The topic was how social media has changed traditional media—including approaches to advertising.
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“Now it’s a much more exciting world and a much more challenging world. You have to prove that you understand your audience and you have a relationship with them.”
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“Just as the relationship between the public and content creators has shifted, so has the relationship between advertisers and content creators. All three panelists affirmed that advertisers don’t just want to know who the viewing/reading demographic is, but how involved they are with the content and its site or brand. While The Daily Beast is just now starting to focus on advertising dollars, they’re attempting to find appropriate and subtle ways to get sponsors who don’t distract from the experience. Brown said, ‘We’re being very collaborative with advertisers. It really is about creating a brand and then growing things around it — website, television, etc.’
Byrd says: ‘[Advertisers are] looking for places that can truly provide a relationship with their readers. In 2001, it was a world of display ads. Advertisers are looking at pay-per-click ads and models that include conversion. Now it’s a much more exciting world and a much more challenging world. You have to prove that you understand your audience and you have a relationship with them. And that you know them so well that you already have a hunch that they’d be interested in Brand X or Brand Y.’”
You can read the whole post here.
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Advertisers to consumers: I want to be in a relationship with you
Advertising agency Ogilvy sent a staffer to Chicago last week for the BlogHer ’09 conference, which celebrates women who blog. And while I’m not sure how that’s different from men who blog—and I don’t want to get bogged down in semantics or gender politics here—the conference yielded some insights of use to people of all persuasions. Or so I gathered from a post at Ogilvy’s blog, “Fresh Influence,” written by Karen Untereker, who attended a panel discussion featuring The Daily Beast founder Tina Brown, The Root publisher Donna Byrd, and L Word creator Ilene Chaiken. The topic was how social media has changed traditional media—including approaches to advertising.
…..
“Just as the relationship between the public and content creators has shifted, so has the relationship between advertisers and content creators. All three panelists affirmed that advertisers don’t just want to know who the viewing/reading demographic is, but how involved they are with the content and its site or brand. While The Daily Beast is just now starting to focus on advertising dollars, they’re attempting to find appropriate and subtle ways to get sponsors who don’t distract from the experience. Brown said, ‘We’re being very collaborative with advertisers. It really is about creating a brand and then growing things around it — website, television, etc.’
Byrd says: ‘[Advertisers are] looking for places that can truly provide a relationship with their readers. In 2001, it was a world of display ads. Advertisers are looking at pay-per-click ads and models that include conversion. Now it’s a much more exciting world and a much more challenging world. You have to prove that you understand your audience and you have a relationship with them. And that you know them so well that you already have a hunch that they’d be interested in Brand X or Brand Y.’”
You can read the whole post here.
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