Henry Copeland over at BlogAds writes a good post on Volvo buying Ad space on MSNSpaces pointing out that they would be getting better return on their exposure by sponsoring some big named bloggers than the random approach of putting their name on thousands of random blogs – some of which have questionable and inconsequential content. Henry writes:
‘To expand on Steve’s point, Volvo is, at best, paying to appear above MSNSpaces bloggers who are writing about random stuff, blogospheric noise. Spaces bloggers are newbies on the fringes of the blogosphere. MSN may well have promised Volvo 100 million page impressions a month, but these are impression seen by nobody — or more exactly “nobodies” — people who are viewed as influential only by their moms and ex-girlfriends.’
I’m with Henry on this one – whilst I’ve read a few quality MSN Spaces blogs – I wouldn’t want to associate my business with many of them. What do you think?
Nope. Who is henry to say they are nobodies. I mean, I highly doubt there are any “quality” blogs from Spaces, but it doesn’t matter.
Volvo Volvo Volvo. Now I bet you’re gonna see a few more Volvo’s on the road tomorrow. Combine that with a hot pic of a new Volvo, and I’m sure you’ll find the car.
Now I bet some 15yr old girl that uses MSN Spaces all the time will start paying a little more attention to Volvo as she’s thinking about the new car she wants for sweet 16.
Two words: “long tail”
When I talked to my company about opportunities in the blogosphere, I pointed out that SixApart, which owns LiveJournal, may be going public soon, so there might be an opportunity to get a major stake and possibly access to the backend data the way Google has for Blogger (not that this gives Google snooping rights, but they do know immediately when a post has been updated and thus the page needs re-spidering).
Then I realized that there’s really no profit in having access to the backend of LiveJournal, because it’s primarily personal pages for friends and family.
What I’m hearing about the current condition of MSNSpaces sounds like their in a similar state to LJ.
I think Henry Copeland is suffering from a bad case of blog snob blindness. We’re talking about Volvo here. Mass producers of cars. They want general brand awareness not focussed niche advertising. For them sheer volume is the key.
I think its best I don’t even start on the his ridiculous statement that the ads will be seen by “nobodies”.
Are blog aggregators attractive to advertisers?
Did Volvo Miss an Opportunity with MSNSpaces
on Problogger got me thinking about whether portals can realistically
expect to sell more advertising from the extra page impressions
generated by blogging services.
Both Darren, Problogger’s author, …
[…] Did Volvo Miss an Opportunity with MSNSpaces on Problogger got me thinking about whether portals can realistically expect to sell more advertising from the extra page impressions generated by blogging services.Both Darren, Problogger’s author, and Henry Copeland over at BlogAds believe that advertisers would get a better return on their exposure by sponsoring some big named bloggers, than the random approach of putting their name on thousands of random blogs – some of which have questionable and inconsequential content. […]