MediaPost: Despite their relatively low reach compared to mass media outlets, blogs and other consumer-generated media channels can be extremely cost-effective in driving Web traffic to campaign sites and creating interest, said panelists at the OMMA East Conference on Wednesday.
Panelist Brian Clark, the CEO of GMD Studios, recounted a campaign that his agency ran for Audi, titled “The Art of the Heist.” Just one-half of one percent of the media buy budget, Clark said, was spent on BlogAds–a firm run by panel moderator Henry Copeland, which sells ad space on some of the highest-trafficked blogs. Those ads, Clark said, ended up accounting for 29 percent of the traffic sent to the campaign’s landing page.
Another panelist, John Hiler–CEO of Xanga–cited an advergame campaign run on his site. Xanga users were encouraged to host the game on their Xanga blogs–which garnered 250,000 posts containing the game, and 3 million interactions with the game. He said, “You kind of have to become an anthropologist and study this new digital generation.”
