The Value of Blog Advertising

• Posted: Tuesday, August 01, 2006
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• Author: pradhana

by B.L. Ochman

Blog advertising expenditures have grown 300% in the past year, according to Henry Copeland, president of blogads.com, and blog advertising is still obscenely cheap. In fact, companies can make a really big brand splash for $25-$75K.

Blogs provide advertisers an excellent opportunity to reach a devoted audience niche. Nonetheless, a new American Advertising Federation study on "Digital Media Trends" reports that 58% of "advertising industry leaders" said that they personally are "struggling simply to manage existing online efforts, let alone stay ahead of the curve."

And, while blogs' impact is magnified because they reach influencers, blog numbers, until recently, have been little more than curiosities to big brands.

I predict that the cost of blog advertising will rise exponentially in the next 6-12 months. And, as traditional advertisers try a heavy-handed approach to creative, many companies will skulk away, having convinced themselves that this newfangled social media doesn't work.

Although every publication on the planet seems to have run at least one article about blogs, the first question I am asked in every time I talk about social media at conference is still, "But do blogs really work for corporations?" Pretty soon, communicators who don't know the answer will be asking, "Would you like fries with that?"

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