Blogging - the New Advertising Opportunity?

Those familiar with the world of the Internet can't have failed to notice the rise of the blogger. Derived from the term ‘weblog', a blog is described in terms as varied as an ‘online diary' to an interactive website with dated entries. It is precisely this interactivity that has caused the relative explosion in blogging. But what does it really mean from a cultural and commercial point of view?

A common misconception is that blogging is a new phenomenon. In fact, blogs have been around for as long as it has been possible to publish on the Internet. But what is new is the interactivity of blogs. We are currently in the realms of the second generation internet, or Web 2.0. One of the most significant differences between Web 2.0 and the traditional World Wide Web is greater collaboration among Internet users, content providers and enterprises which has put the spotlight on the Internet as a communications medium.

This increased interaction satisfies the original aim of the internet and webmasters and users alike have embraced it wholeheartedly. Users are now able, thanks largely to blogging service providers like Google's blogger.com and MSNSpaces, to publish their own blog within minutes. Getting a blog is as easy as setting up an email address with any of the large portals. At the last count Technorati, a website which keeps track of the ‘blogosphere' was following 33 million registered blogs. As anybody can blog about any subject, the scale of the blogging community is vast. What opportunity does this represent to both advertisers and publishers?

Whilst many of these blogs have small user bases, some have become huge – good examples include Gizmodo, or Engadget, blogs primarily about technological gadgets. The reach of these blogs means that they should be an obvious target for advertisers. And yet blogs have taken some time to come up on the media planner's radar. The reason for this is that the very interactivity which makes blogs so successful is a concern for advertisers. The lack of control introduces a new element of risk which is not present in print or television advertising. The Internet leaves people free to comment on whatever they wish which can put the advertiser at the mercy of the consumer in some instances. What, then, is the best way to minimise this risk whilst reaching a targeted, engaged audience?

First of all, the important thing to recognise is that, in the world of blogging, the consumer rules. Comments, postings and opinions of ordinary people are shaping the way products and companies are viewed. This means that advertisers must adapt their tone and their method of reaching people to fit in with the consumer voice.

Online purchasing trends have indicated a surge in comparison sites such as Kelkoo, Dealtime and Bizrate. The opportunity to rate a service (or even a person as with eBay) is a method understood, trusted and increasingly used for pre-purchase research. Advertisements which feature advertiser ratings and summarise the end user experience are therefore a much more credible way of reaching Internet users. Such transparency may be a daunting prospect for the advertiser as it requires them to put themselves forward to be judged. However, the reality of the situation is that if the company in question does not engage, good or bad products or services may well eventually be written about by bloggers anyway. Advertisers, therefore, need to adapt their advertising message to suit the blogging environment.

Some good examples of how this is done can be illustrated through the use of adverposts, which differ from traditional ad units by being information-driven, in the hope of fitting in better with the content of the blog. These ads often feature user ratings and positive endorsements by users, based on fact, which the advertiser can use to appeal to the community feel of a blog. There are also interactive advertising opportunities within podcasts, video blogs (vlogs) and P2P emails (adverts in blogs posts that are forwarded to a friend).

Whilst brand protection is still key, organisations are finding more and more evidence of their target audience filtering out their carefully designed and presented messages. The best way to maximise the potential of blogs, therefore, is to meet the audience on its own terms. Blogging offers brand owners the opportunity to hold real conversations and develop meaningful relationships with their customers. It gives companies the chance to work with unofficial brand enthusiasts as well as respond quickly and effectively to negative publicity. Written in a creative and authentic way, blogs can be an indispensable communication as well as advertising tool.

Those that truly embrace this second, interactive generation of the internet, will find the most transparent, interactive and valuable form of advertising that the commercial world has seen to date. One thing is clear - the faceless corporation won't survive in the blogosphere. Those that are willing to watch, learn and then act will find an opportunity ripe for the taking.