Advertising: Reebok Bypasses Traditional Portals for Blog Networks
According to the Wall Street Journal today, smaller, more flexible blog networks offer advantages for advertisers. Reebok is one company who is putting more emphasis on blog ads:
And the ads didn’t show up just on Glam.com. Glam has assembled a network of roughly 300 similarly themed blogs, Web sites and magazines that it links to — broadening Glam’s reach. Glam’s female-oriented network drew 10 million unique U.S. visitors in March, making it the second-largest women’s online property after NBC Universal’s iVillage, according to comScore Media Metrix.
“You are not just hitting one portal; you have thousands of these other sites. By showing up incrementally on these other sites, you are getting more bang for your buck,” says Marc Fireman, head of digital marketing for Reebok.
Blogs also are more flexible with their coverage — but at the cost of editorial integrity?
Glam has also shown it is willing to blur the line between editorial and advertising by, for instance, getting its sponsors mentioned in its network of blogs. While bloggers have editorial control over their sites, they’re often receptive to anything that looks like news in the fashion, style and beauty areas. For example, Glam Media announced yesterday the launch of a handbag designer competition with Hearst Magazines’ Marie Claire. During the day, a number of blogs noted the news with links back to the contest’s site. In the Reebok campaign, the Glam-affiliated fashion blog “Couture in the City” recently posted an item about the Glam exclusive “Scarlett Hearts Rbk Giveaway.”