Advertisers target online influencers, conversations

The online advertising industry’s first ad system that targets influencers and consumers engaged in conversation about a product, brand or service has been one of many big announcements at ad:tech.

by Helen Leggatt

Across the Internet, on blogs and other social media, consumers engage in discussions about products and services. Advertisers can now position their messages around of these conversations by targeting relevant advertising to the sites where they are taking place.

Until now, there has been little that advertisers could do to engage with online conversations, save actually getting involved in an online debate or forum. Now, BuzzLogic have come up with “Conversation Targeting” a way for advertisers to isolate influential discussions and target relevant online ads around them.

“Influence is topic-specific and dynamic – it changes over time,” said Rob Crumpler, president and CEO of BuzzLogic. “For the first time, BuzzLogic Ad Targeting is making it possible for advertisers to follow influential conversations as they move across the web, and target ads in the exact places where like-minded consumers are gathering to exchange ideas and opinions.”

At present, only marketers with AdWords accounts can create ads within the BuzzLogic framework, with other ad networks expected to be added in the near future.

Tags: AdWords, online advertising, online conversations, social media, targeted advertising