Tom Hespos, an experience media buyer (and CEO of Underscore Marketing) blogs about an experience he had recently buying ads on a blog. The take-away: “Said blog kicked ass and was one of the best performers on the campaign.” Other excerpts:
Our next media plan for this client will include more blogs. This is driven by the success of the blog we tested, plus the desire to tap into audiences that haven’t seen the client’s message before. We will likely renew our deal with the first blog, and possibly increase our commitment to them from a monetary perspective.
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If you’re not considering advertising on blogs that deal with topics of interest to your clients and their target audiences, you’re doing your client a disservice.
Sure, he’s a blogger himself (just in recent months), so he’s drinking the Koolaid, but he’s working with Fortune 500 clients and isn’t going to endorse blogvertising just because it’s “cool.” Tom is among the most respected experts in the field of Internet advertising today, I can assure you. He’s exactly the kind of booster that bloggers need, especially since he’s on the buy side.
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