Ads by LiveJournal
The Soup company has finally started making money on advertising in the Russian segment of LiveJournal. The first advertisers were Nokia and SABMiller. Participants in the online advertising market have differed in evaluating the effectiveness of advertising placed on blogs.
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The first advertisers appeared quite recently: they became Nokia company, which advertises in LJ the model 5300 Xpress music - not very expensive, targeted at a young audience, and SUBMiller, advertising Miller beer, also targeted at a young audience. “LiveJournal as an advertising platform is interesting to advertisers. They are attracted by the attendance and well-structured audience of the blog, ”says Anton Nosik, director of the blog service for Sup. Victoria Yeremina, public relations manager at Nokia in the CIS, agrees with him: “In our advertising campaigns aimed at young people, we always strive for interactivity. This allows us to effectively convey product information to the consumer, ”she says.
At the same time, the cost of advertising in LJ is significantly higher than that of IMHO VI, which places ads on the Liveinternet blog: 12-14 dollars per 1 thousand impressions against 1.5-3 dollars per 1 thousand impressions. “We proceed from the cost of displaying a banner that exists on the market. Liveinternet brings together completely different people. If on business and other niche resources the high price is justified, then here we consider the price of 1.5-3 dollars per 1 thousand fair, ”says Svetlana Gorokhova, General Director of IMHO VI. However, she notes that blogs are primarily interesting to manufacturers of the category FMCG. “It is possible to target blogs only on demographic parameters, gender and age, but not on social ones,” Ms. Gorokhova says. And AdWatch agency head Lev Glazer considers advertising on blogs not a very good idea: “LiveJournal is a small project from the point of view of the entire Russian Internet, and there are very few places where advertising banners can be placed. So the overall coverage will be very small. ”
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Full article: www.rbcdaily.ru/2007/02/22/media/266482
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The first advertisers appeared quite recently: they became Nokia company, which advertises in LJ the model 5300 Xpress music - not very expensive, targeted at a young audience, and SUBMiller, advertising Miller beer, also targeted at a young audience. “LiveJournal as an advertising platform is interesting to advertisers. They are attracted by the attendance and well-structured audience of the blog, ”says Anton Nosik, director of the blog service for Sup. Victoria Yeremina, public relations manager at Nokia in the CIS, agrees with him: “In our advertising campaigns aimed at young people, we always strive for interactivity. This allows us to effectively convey product information to the consumer, ”she says.
At the same time, the cost of advertising in LJ is significantly higher than that of IMHO VI, which places ads on the Liveinternet blog: 12-14 dollars per 1 thousand impressions against 1.5-3 dollars per 1 thousand impressions. “We proceed from the cost of displaying a banner that exists on the market. Liveinternet brings together completely different people. If on business and other niche resources the high price is justified, then here we consider the price of 1.5-3 dollars per 1 thousand fair, ”says Svetlana Gorokhova, General Director of IMHO VI. However, she notes that blogs are primarily interesting to manufacturers of the category FMCG. “It is possible to target blogs only on demographic parameters, gender and age, but not on social ones,” Ms. Gorokhova says. And AdWatch agency head Lev Glazer considers advertising on blogs not a very good idea: “LiveJournal is a small project from the point of view of the entire Russian Internet, and there are very few places where advertising banners can be placed. So the overall coverage will be very small. ”
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Full article: www.rbcdaily.ru/2007/02/22/media/266482
Source: https://habr.com/ru/post/3543/
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