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« Carnival of the Capitalists | Main | More on "Punks for Bush" » March 21, 2004Major Corporation Tests Advertising on BlogsYou may have noticed, over on the right side column, a new ad from Road Runner, a high-speed Internet access service offered by Time Warner Cable. I was intrigued that a division of Time Warner had decided to advertise on my blog - blog advertising has mostly been used by political candidates, advocacy organizations and small businesses, not large corporations. So I sent an email to the Road Runner employee who placed the ad, and received the following reply from Josh Greene, the Director of E-marketing at Road Runner: We're doing a test currently, on about 50 different blog sites. I'd be hard pressed to list them all, but if you were to link on most of the sites that are available via blogads.com, that's where we are.Very interesting. Of course the true test will come when Road Runner's ads reach their expiration dates and the company has to decide whether or not the ads generated sufficient bang for the buck. Road Runner bought a two-week placement here. I've also seen the Road Runner ad at Donald Sensing's blog, Roger L. Simon's blog, and BlackFive. Recently, the Wall Street Journal published a story about the growing popularity of advertising on blogs. I suspect we may see a few more Big Companies test out marketing their products and services via blog ads. Posted in Blogging & Journalism
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So do these guys know where you stand on the cable communications bill currently being slipped through the TN legislature? I wonder if this has any relationship to that effort at all. No, I'm not questioning you Bill, but do have to wonder at the timing and the source. Posted by: Allen Glosson at March 21, 2004 06:26 PMThey're advertising on a lot of blogs, apparently. Posted by: Bill Hobbs at March 21, 2004 06:48 PMThey're on my blog, as well. I hope it works out for them. Whatever happens, it will be somewhat interesting to see what becomes of this. Posted by: Blackfive at March 21, 2004 09:18 PMWe also got the Road Runner ad. I'd be interested to see if any of the studios or indie shops see blogs as a way to promote their films to specific markets. Posted by: Ian Evans at March 24, 2004 07:00 PMIan, I am currently advertising a new Ewan McGregor film, "Young Adam" on my blog. It's going really well. The producers and the director are delighted. It's really smart way to advertise a film (or else I wouldn't have agreed to do it). I guess the issue is how cheaply can media be driven to get the critical mass of eyeballs seeing it... Posted by: hugh macleod at March 25, 2004 08:07 AMI think it'll be interesting if blog advertising eventually takes on a direct response model (where it seems to be right now, given the number of transactional ads) or more of a broadcast model, where advertisers are willing to pay for reach and frequency, and certain demographics. Also, regardings Allen's comment above, we advertised on a substantial number of blogs, I had no idea there even WAS a cable bill in TN. Posted by: Josh at March 29, 2004 03:00 PMPost a comment
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