In spite of the comparatively low reach compared to traditional media, blog advertising delivers great bang for the buck because of the higher click-through rates, according to panelists at the Online Media, Marketing and Advertising (OMMA) Conference last week, as reported by MediaPost.
Brian Clark of GMD Studios reported that in a campaign that his agency ran for Audi, just one-half of one percent of the media buy budget was spent on BlogAds, but they contributed 29 percent of the traffic to the campaign’s landing page. According to McKinney-Silver, the creative agency behind the campaign:
The media cost for the entire blog ad buy was less than the cost of one banner ad on a mainstream site such as Yahoo. The blog ad appeared on sites such as Metafilter, Lockergnome and Daily Kos.
The panelists also said, though, that many advertisers are hesitant about advertising on blogs and other social media because of the possibility of negative comments. They just don’t get it. Clark had this to say:
If you’re afraid of what users are going to say, there are two strategies: You get involved in the discussion, or you stick your fingers in your ears and pretend it doesn’t exist. People are talking about you whether you’re listening or not.