6 Billion Ad Views Available in BuzzFeed 'Swarms'
When BuzzFeed representatives speak, content marketers listen. Now, the digital publisher boasting “6 billion monthly content views” has a new ad model that lets marketers “swarm” several consumer touchpoints with just one post. Chances are, other publishers may try to emulate the option.
“[‘Swarm,’ the new ad option now in beta,] allows advertisers to run campaigns simultaneously across all of [BuzzFeed’s] Web and mobile properties and six of its social platforms: Snapchat Discover, Vine, YouTube, Facebook, Instagram and Tumblr,” reads Adweek’s post from Saturday.
Other publishers already try to emulate BuzzFeed’s model by creating “copycat lists, pictures of pets and exuberant headlines,” according to an article Monday in the Financial Times. But BuzzFeed Founder Jonah Peretti says marketers aren’t getting the full benefit of digital marketing from such legacy publishers.
One sidenote: If the name “Swarm” sounds familiar to marketers, it’s because it’s a merchant option from Foursquare. While the BuzzFeed option has the same name, it’s not the same product.
As implied by Peretti and CMO Frank Cooper, who is quoted in the Adweek piece, here’s what marketers may want to seek from legacy publishers:
- Nix Banner Ads on Mobile. Specifically citing news publishers, FT.com paraphrases Peretti as saying “many news websites, which rely on clumsy, slow-loading banner ads designed for desktop machines, will struggle and have not gone far enough in embracing mobile channels. They ‘are feeling almost the way newspapers felt,’ he says.” BuzzFeed, however, has fully embraced mobile to the point that Peretti’s comment for Monday’s story is even faster than his site. Peretti says 70 percent of BuzzFeed’s traffic comes from mobile devices, while the site says “60 percent of our traffic is mobile, and growing.”
- Use Native Ads. Peretti says this is a way to avoid ad blocking, because the posts are native ads, for which FT.com says “brands pay for the media owner to produce content or to attach their name to popular posts.” (Posts are what Cooper says BuzzFeed will use for Swarm.)
- Employ Hashtags to Measure Social Touches. comScore isn’t counting all of the ad views. “Cooper said that comScore measures roughly one-fifth of BuzzFeed's overall traffic,” according to Adweek. (BuzzFeed’s site shows 75 percent of its traffic comes from social sources.)
Earlier in the piece, Adweek writes: “One week before [the movie ‘Sisters’] was released in December, the film studio ran ads across all of BuzzFeed's social and Web properties, resulting in BuzzFeed content making up three of the movie's top 10 pieces of content on Facebook that were tagged with the film's hashtag.”
What do marketers think?
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