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BizReport : Blogs & Content archives : February 16, 2007

DIY targeted advertising for vloggers on

Make Magazine’s video blog, the do-it-yourself show, will be the first to use a new advertising system at

by Helen Leggatt

The system, called “do-it-yourself targeted advertising”, allows vloggers create their own ads promoting products and services matching the video content.

Make Magazine will use the advertising in their DIY podcasts. It's the ideal opportunity to present the viewer with clickable links to websites on which they can buy the materials featured in the video. They will run the ads at the end of each of their 10-15 minute shows.'s CEO Mike Hudack said, "This represents yet another major shift of power from the big-name networks and studios towards the content creators themselves. The ability for a show to turn a profit is central to's mission, and 'DIY promotion' technology allows us to help an entirely new breed of shows make money from their hard work, creativity and often very substantial audiences."

Phillip Torrone, senior editor of Make magazine, believes that if a viewer has watched the full presentation, they are high up on the index of those most likely to purchase. "We don't force anyone to do anything unless they click on the link," he said.

Tags: podcast advertising, targeted marketing, user-generated, video advertising, viral marketing, vlogs

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