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BizReport : Blogs & Content archives : September 14, 2007

comScore: Blog readers engage with food, clothing ads

Not all blog advertising is created - or watched - equally. According to a recent comScore report, blog readers are more likely to read and be affected by ads related to specific products like clothes and food.

by Kristina Knight

The news could change how social marketers create ads and which products they choose to advertise on blogs and vlogs.

According to the report, ads for low cost products, food and beverage and clothing ads are more likely to get a response from social networkers than ads for high priced items like financial services or pharmaceutical products.

comScore discovered the difference and then launched a new measurement tool that will help marketers determine how ads on social sites can be more effective. The platform offers audience numbers and can even give advertisers a kind of picture of readers who populate blogs.

"The whole space is evolving," said Andrew Lipsman, senior analyst for comScore. "This product won't change the marketing message of advertisers as much as the product categories that advertise on blogs and niche content sites."

By obtaining a clearer picture of who is visiting a blog, marketers can better predict how an online campaign will fare and can make changes more quickly to adjust to how campaigns are doing once they are launched.

Tags: comScore, social network advertising, social networking

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