AdAge: A key part of the platform is a new do-it-yourself planning tool that will allow companies, especially small ones, to plan, create and execute ad campaigns across Federated’s blogs. Referencing Wired editor Chris Anderson, he said, “You’re not going to market in the ‘long tail’ if you have to find every site that’s a part of it. We act as a filter for that.”
Boing Boing: Federated Media head honcho John Battelle just announced that the beta of FM’s killer self-service ad platform is now live! You can browse ad inventory on BB, Fark, Digg, and dozens of other blogs in the FM network, check out demographics, come up with an ad plan, and then hit the buy button right then and there.
AdRants: We took a test drive and found the planning tool very easy to use providing easy selection of blogs based on segmented audience profiles and demographics gleaned from readership surveys. Individual sites, groups of sites or all sites can be included in the buy, flight dates can be set and IAB standard creative units can be selected. Federated media claims its collection of blogs can deliver 70 million monthly page views.
More coverage at FM’s site.
Last night at 9pm FM announced the beta launch of a seach engine for marketers who want sort the leading weblog sites and place ad campaigns (in real time) based on content categories, audience demographics or available ad inventory: Federated Media blog.
For those of you who called me a media dinosaur after my post on the extreme visions of frictionless media buying (ChasNote 4/14/06), here’s a step in the right direction!
Disclosure: From 1999 to 2001 I worked at a company called mySimon, and in 2002 I spent an all-day offsite talking about “Tech & You” as a possible tagline for some parts of CNET, so I’m hardly impartial on the topic of all this myWhatever in ad campaigns these days. Silliness aside, it’s a nod in the right direction — toward conversational marketing.
Allen Adamson, managing director at Landor, as quoted in Stuart Elliott’s column (NY Times, reg req), sums up the good and the bad:
“‘Having it your way applies increasingly to all brands,’ Mr. Adamson said, referring to the longtime campaign theme for Burger King, which has recently been revived. ‘It’s only natural that advertisers try to flag that they are more about serving up your brand on your terms.”‘ But the trend carries a big risk, Mr. Adamson warned. ‘The demand for customization and personalization is a moving target….If you’re unable to deliver, if what you offer is really no different from everybody else, the claims will do more damage than good.’”