buzzfeedangrybaby

BuzzFeed Acquires Facebook Ad Targeting with Kingfish

  |  September 14, 2012   |  Comments

New VP of Video Ze Frank will produce videos to create more video ad inventory for BuzzFeed sponsors.

BuzzFeed today said it had acquired Kingfish Labs, a startup founded in June 2011 to help people find compatible dates on Facebook. The publisher will use Kingfish's technology to enhance its ability to target Sponsored Stories on Facebook.

BuzzFeed sells advertisers sponsored content that gets placement on its homepage; it promotes it by buying Facebook Sponsored Stories and Twitter Promoted Tweets, as well as placement on StumbleUpon. The posts are created and published using the same staff and content management system as straight editorial. For example, a story called 24 Double Takes That Will Leave You Puzzled carries the subtitle "What did we just see? Double down with a double dose of some Starbucks Doubleshot and do a double take of these mind-boggling shots."

Kingfish's technology isn't analytics, according to Jon Steinberg, president of BuzzFeed. Instead, it's based on natural language processing to determine relevant categories or topics. "Kingfish is good at extracting natural language from information on Facebook and translating that into categorical targeting and classifications. They have used it to date to define people for dating - people that like fishing or romantic comedies - all by looking at free text. We are going to use that to show Sponsored Stories to people who will enjoy them the most," said Steinberg.

Despite all the post- IPO skepticism about Facebook's potential to build revenue by serving advertisers, Steinberg is a believer. "I think that the people who are questioning Facebook's advertising viability don't look at math and don't look at research," he said. "When you look at the performance of Sponsored Stories units … on both desktop and mobile, they significantly, by orders of magnitude, outperform engagement rates for the price [compared] to traditional display."

Also today, BuzzFeed announced that web video pioneer Ze Frank had joined the company as vice president of video. Frank will build a team of video producers in Los Angeles and establish a studio to create content native to the social web. Frank already had been working with BuzzFeed, taking some of its most viral content, such as The Angriest Babies in the Whole World, and creating videos from them that garnered millions of views on YouTube, according to Steinberg.

The videos will provide more inventory for BuzzFeed sponsors, letting them appear in pre-roll and YouTube TrueView ads. "We can potentially do our own advertising around our own content on YouTube," Steinberg said.

BuzzFeed's move into video content reflects a fragmented media landscape, Steinberg said. "If you're a publisher in this day and age, you need to be super flexible and provide resources where your clients want them, and work with the partners that your clients bring to bear. I know it seems like a lot. But we really do only one thing: create shareable content."

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

Susan Kuchinskas

Susan Kuchinskas has covered interactive advertising since its invention. The former staff writer for Adweek, Business 2.0, and M-Business covers technology, business and culture from Berkeley, CA.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

WEBINARS

Jobs

    • Web Writer
      Web Writer (Money Map Press) - BaltimoreDo you have a passion for the markets and investing, and writing? Do you want to spend your days providing...
    • Web Production Specialist
      Web Production Specialist (Money Map Press) - BaltimoreMoney Map Press is looking for a self-starter to perform and oversee the production of daily...
    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Downers GroveWe are looking for a talented Internet Marketing Campaign Manager...