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Weblog Advertising Yields Audi Dramatic, Cost-Efficient Results

On Wednesday at OMMA East, GMD Studios CEO Brian Clark, whose agency does work for Audi, said, on a a panel, that 29 percent of traffic to a site created as part of a recent Audi A3 campaign was generated by advertising on the BlogAds network. The kicker is that 29 percent was achieved with just one half of one percent of the overall media budget. Let's say it again, advertising on weblogs deliver Audi 29 percent of all responding yet took just on half of one percent of the budget to do so. To drive the point home even further, McKinney + Silver, on its A3 timeline site states, "The media cost for the entire blog ad buy was less than the cost for one banner ad on a mainstream site such as Yahoo!" Of course "one banner ad on a mainstream site such as Yahoo" is a nebulous statement at best, however, again, 29 percent of traffic to an A3 promotional website came from on half of one percent of the budget. Shall we say it again?

Written by Steve Hall    Comments (8)     File: Weblogs     Sep-30-05  

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Comments

Steve you impetuous fool! That's McKinney + Silver, not Mickinney-Silver!

Posted by: Not David Baldwin on September 30, 2005 03:51 PM

That is amazing. Too bad we can't track conversions.

Posted by: Bruce DeBoer on October 1, 2005 09:23 AM

This sounds like more IAB and agency-driven hype for the purpose of creating new interactive revenue streams. While I am not questioning the "29%", the question is 29% of what number. That will continue to be the challenge for blog advertising for some time...volume. Yes, I understand the old arguements that 10 highly targeted and qualified visitors are better than 100 marginally interested visitors, but even with the high quality, the scale is still not that exciting. Kudos to McKinney + Silver for leading their client to experiment with new media forms that will likley grow in effectiveness, but please...enough IAB-lead cheerleading.

Posted by: Michael on October 1, 2005 10:48 AM

Actuallly folks - I'm sure they'd accept both McKinney - Silver or McKinney + Silver if there is publicity or a check attached. However, I do believe they are going by simply Mckinney these days. As with FedEx, they decided to go with the flow and call themselves what everyone else called them: McKinney

Posted by: Bruce DeBoer on October 4, 2005 11:20 AM

Not David - you should know that by now.

Posted by: Bruce DeBoer on October 4, 2005 11:22 AM

very interesting news, so 1/2% of an advertising budget from the likes of Audio is what? 1 billion? *smile*

Posted by: Salman on December 6, 2005 06:06 PM

"very interesting news, so 1/2% of an advertising budget from the likes of Audio is what? 1 billion?"
i think 100-200 millions . Realy )

Posted by: Eshly on February 8, 2006 07:22 AM

That's pretty amazing. Demonstrates the power of the internet and the influence of strong blogs in particular. The world continues to change. And with an election coming up, I wonder what influence blogs have had ... significant I would think.

Posted by: Josh R on November 3, 2006 04:35 PM

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