Targeting Blogs

NetImperative: Carat Interactive in the US has launched a new practice dedicated to using blogs as an advertising medium.
The practice will focus on three key areas including: planning and buying ads on blogs and blog networks; “blog initiation”, which is thought to be a contract blog operation; and blog monitoring, which will track comments on key brands throughout the blog community.
Carat is thought to be the first media buying agency to create such a practice, and has already worked with both Kodak and PalmOne on blog projects. The practice will be offered as part of Carat Interactive’s integrated media planning and buying service, and will work in tandem with the creative and content group.
Said Carat Interactive president Toby Gabriner: “Some of the most loved and most trafficked sites on the web are blogs. Leading brands have a unique opportunity to extend their online advertising programme with blogs and, with this new focus within the media group, we can help clients understand how best to integrate blogging into their marketing programmes.”
Carat Targets Blogs [NetImperative]