Ad:Tech: BuzzLogic Launches Conversation Ad Targeting
It seems that BuzzLogic has found another use for all of the conversation mining and sentiment analysis it conducts in the blogosphere. The company will today announce the launch of its Conversation Targeting™ ad system. The new service will enable advertisers to identify influential blogs and other social media conversations occurring around specific products, brands, and discussions. Once identified, advertisers can buy ad space "into the online conversations shaping consumer perception and buying behavior."
To leverage the BuzzLogic Ad Targeting feature, advertisers create BuzzLogic conversation queries (similar to key word searches) to discover the opinion leaders who are driving online conversations on virtually any topic, as well as the community of sites listening to or participating in a particular discussion. Once influential sites are identified, advertisers develop text or display ads directly from the BuzzLogic dashboard, then customize a list of influencers for site-level campaign targeting.
BuzzLogic will allow advertisers to change their advertising based upon who’s influencing the conversation at the time. “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.”
Here’s how it looks:
The company claims the new service increases conversion rates–which makes sense if the ads are targeted to hot conversations. That said, it will be interesting to see which company is the first to stumble. While BuzzLogic’s ads will help you to better target your ads to match the conversations, I’m sure it won’t be long before a brand-under-fire tries to use the service to participate in the conversation. If your business is being criticized, it could be tempting to simply post some ads instead of responding to the blogger’s concerns. In addition, I wonder if bloggers will feel pressure from their readers–such as happened with FM Publishing’s attempt to mix conversations with advertising.