Commentary

Blog boost

Asked about how social media informs media buys, Ogilvy's Bell said advertising adjacent to content via blog networks like Federated Media and BlogAds tends to perform from three to 10 times better than ordinary banner ads. He pointed in particular to a company called 33 Across that's mapping the social graph--the connections among people online--to help marketers "layer in advertising in all the right places." "So we can use listening post technology to identify the influencers talking out there. They become our target."
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