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April 26 2005
Tuesday
Blogads session
Adriana Cronin-Lukas • lesblogs 
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This was a powerpoint presentation by Miklos Gaspar of Blogads with some interesting facts, some of which I reproduce here. The session was probably most interesting for those who are focused on the ‘media’ aspect of blogs and their advertising potential.

Definition of Alpha consumers, opinion makers:

  • 75% over 30
  • 43% more than $90K income
  • 70% influentials
  • 21% bloggers

Network hubs
Viral marketing

86% bought books online vs 46% bought travel online

Gourmet Station campaign 1
76 cent CPC cost per click on food and hospitality sites
on 8 generic blog $1.6 cPC

Gourmet station campaign 2
Tweaked for a gay site, targeted worked better - 70 cents per click

Channel 51 – creativity ads used blogs

Network effect
buy through network
advertisers do not know blogs but target audience

Summary points:

  • Target influentials
  • Network effect
  • Fitting creatives

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