BURST! Media Launches Blog Ad Channel

Ad network BURST! Media has launched a new blog-focused sub-channel, landing Kyocera Wireless as its first advertising customer. The service allows interactive marketers to place ads on the more than 20 blogs on BURST!’s 2,000-site network.

BURST! currently represents 22 blogs that together generate 9 million monthly pageviews. In addition to the group of Gawker Media blogs, that stable includes BlueLemur, 2WallsWebzine, and CelebCourthouse. However, with new applicants applying regularly and some existing member sites opting to reclassify themselves, BURST! expects the number of blogs on its network to change on a weekly basis.

While Kyocera is the first advertiser to exclusively target BURST! blogs, BURST! has a number of other advertising clients who are currently looking to add or include blogs into the mix of their upcoming buys across the BURST! network, said Biff Burns, the company’s VP of marketing.

“It behooves the advertiser to a pay a good price for the advertisements and supply good creative that is targeted to the content and audience of the blog, because it really determines what ads get selected and which ones will deliver the impressions,” Burns said.

The majority of ads sold to BURST!’s stable of blogs will be priced by CPM, but some advertisers may opt for CPC, depending on the nature of the creative. Additionally, BURST! allows advertisers to target their ads to blogs by content type and by geographical area. In some cases, BURST! lets advertisers target by time of day as well. BURST! offers all standard Interactive Advertising Bureau ad formats.

Blogs within BURST!’s network receive a list of proposed advertisements for their respective sites, the creative for which they can view through a Web menu before determining whether or not to post them on their sites. However, the final decision of what types of ads will be posted and where they post on the blog is up the to publishers, Burns said.

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