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Blog as an advertising platform
Recently, blogs have entered a number of effective SEO Link Monster.
Can I use these resources as a promotional tool itself or the specifics of the format puts an end to their business prospects? Potential sites of this "genre" we were told by representatives of advertising agencies and authors of several popular Russian blogs.
System blog "Living History" has provoked the emergence of numerous personal online diaries. Many of them are, in fact, "home pages". The only difference - they accumulate materials that interest them the authors of the web.
Attendance of the most popular blogs is around 500-2000 people a day, that is located approximately at the level of specialized online media. But, unlike past performance, the number of clicks on the link to the blog can be up to half their daily audience. This high efficiency and confidence of visitors to the author makes blogs appealing to advertisers. Some creators of blogs already offer potential customers posing links to blogs on the advertised resources, up to a paid blog reviews on this product .
Probably one of the reasons is that advertising agencies is difficult to assess the quality of the audience of blogs. However, no consensus on this matter and not the authors of such resources. For example, Sergei Petrenko ( forum searchengines ) sees absolutely no difference audience blogs from visitors other sites: "In the blogs go by the same people as in Mail.ru or" Lenta.ru ". Moreover, in the West have blogs that are maintained in the format of the column at the major portals and news sites - say, on MSNBC.com ». (Note, however, that the theory of Mr. Petrenko somewhat contrary to the practice - a blog on SearchEngines.ru largely devoted to the main occupation - optimization, and therefore gathers an audience with specific interests.)
Other bloggers say that the difference between audiences and media blogs is still there. "Blogs - a community of people, it's much more interactive than the news sites," - says a leading project Fark.ru Cyril Yermolin. Partly agree with him, and author of the Revolver.ru Vlad Egorov. However, he notes that the audience of blogs in general closer to the audience forums, rather than to readers of news sites.
On the one hand, the resemblance patterns of behavior of visitors to the blog index model visitor behavior scares off potential advertisers. On the other hand, in contrast to the Forum, which acts only as a means of communication, the blog makes a specific author, whose tastes and opinions form the community. As a result, each blog is provided almost by definition loyal audience.
Partly the result of loyalty and is a great CTR published references. In fact, visitors come to this site specifically to "poklikat ssylochku on." Moreover - regular visitors already trust the tastes of their favorite author's resource and, as a rule, review all of the posted links.
Thus, according to a leading Vlad Egorov, almost every published on his website link gives at least 1-1.5 thousand hits. "I remember someone wrote me that after a link to Revolver.ru to his site logged more than four thousand people, - says Mr. Yegorov. - And this is not unique, but rather ordinary case. "
According to Cyril Ermolina, under certain conditions, links can not only bring visitors, but also to work on brand awareness. For example, on the contrary Fark.ru links exhibited logos publications, which are the references.
In this case, as suggested by Sergei Petrenko, advertising on blogs does not harm the loyalty of the audience: if the advertisement does not prejudice the content of the blog, then in principle there is no difference, paid the resource blog for their support or not. "And when the author starts to blog regularly to report that in such a shop that has appeared, then, is perceived as an open advertisement and filtered," - he said. In addition, in his opinion, blogs can theoretically be very effective in terms of political advertising in general any kind of public relations. "It is because of its informal nature, when the note is a blog written by a normal living person, not the propaganda machine, and with him and you can bet blogs benefit from official sources of information are more serious part of the" advanced "audience" - said Mr. Petrenko .
Strange, but, despite this high efficiency and great potential of blogs now, to put it mildly, are not subject to the interest of advertising agencies.
The exception is Dirty.ru . According to its author Jovan Savovicha, suggestions about advertising come to him on average once a week. But he never published in the pages of your project notes on a commercial basis.
According to Mr. Yegorov, in all more than two years of his projects and Anfrax.ru Revolver.ru advertising agencies have never approached him with offers of cooperation. And that advertising, which still appears on his website - the result of communication with end advertisers.
Mr. Yegorov did not hide the fact that, except for banner advertising, the subject of trade relations and publications are links to his sites. (Prices for placing a link to the tape - 10-20 USD) Furthermore, these projects can be permanent and ad tracking. "I have provided such services only once, so to speak on the principles of price formation, or frequency of service can not. I can only say that advertisers were very happy with the results - in just a couple of hundred dollars more than they have received thousands of additional regular visitors of the site, "- says Mr. Yegorov.
It is believed representatives of advertising agencies, blogs, yet do not cause the interest of their customers for several reasons. Thus, the head of the agency "Manifesto" Daniel Winner believes that blogs, no doubt, felt a great potential for viral marketing, which, however, has simply not learned how to properly use it. This view coincides with that of Vlad Egorov, who is guided by the position that advertising companies are still not aware of promotional opportunities of blogs and have not developed mechanisms to work successfully with them. More promotional opportunities and bonuses at SEO Link Monster Bonus.
But it is clear that some of the barriers to successful commercialization of blogs lies in their model. According to the director of the agency IConText Chernitsky Maria, the main reason for the lack of interest in blogging today - a relatively low attendance and lack of popularity is still in RuNet of the format. "Advertisers tend to trust what he knows. So, rather give money for advertising on "Lenta.ru" or "Gazeta.ru" than advertising on blogs, "- explains Ms. Chernitsky.
But in any case, the advertising agency handling it in the first place is to place banner ads. Formulation of options, according to Mary Chernitsky, interesting so far only sites that seek to raise their attendance, and some optimizers.
Thus, there are two ways to get blogs commercial gain.
The first - and all completely standard way to use: making money on the shows of commercial banners. And in this case to the authors of blogs is clearly identified objective - to raise the attendance of their projects to a level that potentially interesting mass advertiser, or gather around the target audience, conducting a thematic blog and attract advertisers interested in this audience. The latter option, by the way, seems the most promising. At the very least, Ms. Chernitsky noted that, if now appeared, for example, a good blog, intended for motorists, it would immediately tried to establish cooperation with them.
The second way is to use the basic features of blogs - the publication of its links. "This advertising potential of a blog lies in the high degree of integration of advertising messages with content - says a leading own blog Michael Shulenin. - When a recognized expert on mobile phones recommends in his notes on a specific model for its sales do not worry. " At the same time, Mr. Shulenin notes that "the absolute value of any blog - an independent opinion of its author. But independence and advertising are incompatible by definition. From the perspective of advertisers, media ungovernability - worst nightmare. "