Yesterday at Ad:Tech New York industry experts debated the issue, presenting different opinions. Mediapost collected the points of view in a brief article: Nick Denton, founder and publisher of Gawker Media said he can’t really point to any examples of posts that originated from ads themselves. Steve Rubel said that advertising on blogs assisted marketers in “finding the customer evangelists out there” and “empowering them with tools.” Personally I think that “do blog ads create buzz” is a tricky questions. It would be more correct to ask: do blogs generate buzz? OR how do ads on blogs perform?
On MediaPost Cory Treffiletti comes up with an interesting idea: to use search engines tools to measure the buzz generated by advertising campaigns. The idea sounds extremely interesting, since it proposes a quick mean to measure brand awareness and intent. Basically Cory says that it will be cool to measure the buzz by getting numbers from Yahoo! and Google on how many times a brand name or any other relevant word is search in a given period of time On the forum related to the entry a lot of marketers appear to be enthusiastic about it. I share the interest for this idea but I also have some doubts concerning the actual relevance of this kind of measurement. You don’t get any information about users’ demographics, therefore you can’t be sure you actually generated the buzz in the right target audience.
Buzz marketing agency Interference, Inc. is helping Discover Channel promoting the upcoming 16th edition of the SHARK WEEK. The campaign runs multi-channel and is presented on national print, television, online and billboards. You can find Discovery Channel press release and some “scary” images on PR News Wire.
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