Web Site Lets Bloggers Make Their Own Ads for Big Company Products

"Nescafé Brews Buzz Via Blogs," WSJ, P. B3 11/23/07

[a French website]

"BlogBang [BlogBang.com, a website with 2,000 bloggers as participants] also has tried to draw bloggers into the creative process. Companies looking for new ways to pitch their products can post requests for bloggers to develop their own campaigns. BlogBang's members can then put their homemade ads on the site. The one that gets the most clicks is spread around the bloggers' Web sites, and the author of the winning ad earns a fee. Garnier, a division of cosmetics group L'Oréal, advertised its Fructis hair gel this way. Garnier couldn't be reached for comment."



http://insights20.com/2007/07/09/blogbang-a-network-for-consumer-generated-advertising/


"Blogbang: a network for consumer-generated advertising
Published July 9th, 2007 in blogging.

"My friend Julien Braun just launched in France a new ad network called BlogBang . BlogBang is a marketplace for advertisers, “creatives” and publishers (bloggers).

"An advertiser submits a creative brief, “creatives” (consumers, agencies, etc) generate their own commercial (mostly video), which show on the publisher’s blog. Example here or here. Publishers/bloggers can pick ads that might work well based on their editorial content. An optimization system (I am not sure how it works, but I think something like advertising.com) determines over time which ads work better for each blog.

"The interesting part is that creatives and publishers split the revenues (with the ad agency of course). And anyone can be a creative and try to compete with the professional agencies to create the most efficient ads. As opposed to traditional creative contests, which are judged on their creative qualities, the best ads here are those that perform better. So, consumers who understand how to create ads that would perform well with a particular audience, on a particular blog, etc, can get a share of the action and help publishers make more money with ads that perform better.

"Julien’s philosophy is that each media has its own advertising format (30 seconds for TV etc) but that social media has not found yet a format that works well. By letting users create their own ads, advertising becomes social and, while serving the advertiser’s brief, has a human voice."