BuzzLogic Launches Ad Targeting

Industry&rsquos first Conversation Targeting™ ad system taps online influence to deliver advertisers more than 2x the performance within social media

San Francisco - November 5, 2007 - BuzzLogic, a company empowering marketers to grow their businesses through influential social media, today announced the public beta of its new Ad Targeting feature at the ad:tech Interactive Marketing Conference in New York, which is taking place at the New York Hilton from November 5-8, 2007.

Now available within BuzzLogic’s on-demand software application, Ad Targeting enables advertisers to isolate influential blog and social media conversations occurring around products, brands and issues, then immediately target ad campaigns into the online conversations shaping consumer perception and buying behavior.

“Social media is becoming the go-to place for our potential customers to learn about Lending Club as they seek advice and information regarding personal finance,” said Renaud Laplanche, founder and CEO of Lending Club. “BuzzLogic makes it possible for us to target our advertising placements in association with those personal finance conversations, creating a greater value in our advertising spend.”

To leverage the BuzzLogic Ad Targeting feature, advertisers create BuzzLogic conversation queries (similar to key word searches) to discover the opinion leaders who are driving online conversations on virtually any topic, as well as the community of sites listening to or participating in a particular discussion. Once influential sites are identified, advertisers develop text or display ads directly from the BuzzLogic dashboard, then customize a list of influencers for site-level campaign targeting.

“Our online ad strategy is about driving the kind of consumers who will explore and engage with our local online listings marketplace across multiple categories, from cars to real estate to jobs,” said Houston Jayne, search marketing director, Oodle. “Conversation Targeting is an effective way for us to identify the niche online spots attracting attention on very specific topics, then immediately place a targeted ad message.”

BuzzLogic’s technology continuously enhances existing ad inventory by identifying and updating which new sites are joining influential conversations as they unfold. Advertisers can modify their lists at any time by choosing to add new sites that have recently become influential on a topic, or remove sites that have lost influence.

“Influence is topic-specific and dynamic— it changes over time,” said Rob Crumpler, president and CEO of BuzzLogic. “For the first time, BuzzLogic Ad Targeting is making it possible for advertisers to follow influential conversations as they move across the web, and target ads in the exact places where like-minded consumers are gathering to exchange ideas and opinions.”

“Online conversations, including blogs, are gaining more and more sway over consumer purchase decisions,” said Greg Sterling, founder of Sterling Market Intelligence. “This technology is important because it allows marketers to see much more clearly the particular blogs and conversations that represent the actual sources of influence shaping those consumer perceptions.”

BuzzLogic Ad Targeting has been in private testing throughout the past month with companies like Lending Club, Oodle, Publicis Consultants | PR, SEO-PR and Wharton Executive Education. Key benefits realized during the private beta include increased performance (in some cases, more than two times higher the conversion rate) when compared to other ad optimization approaches.

“The online advertising industry garners billions of dollars, yet the intelligence around how to deliver the right ad to the right consumer has a long way to go,” said Crumpler. “We’re helping to propel the industry forward by surfacing relevant and influential online content, making it easy for advertisers to access and benefit from it, and, as a result, enabling the people who create it to drive more ad revenue.”

BuzzLogic Ad Targeting is currently available for the Google advertising network. Additional networks will be available soon. Please visit BuzzLogic at booth #814 in the ad:tech exhibit hall for a demo.

About BuzzLogic, Inc.

Founded in 2004, BuzzLogic™ is an on-demand software company that enables marketers and publishers to harness online influence to create and execute effective social media strategies. Built on a trusted index of social media conversations, BuzzLogic uses patented influence algorithms to identify influential online discussions on any topic, and enable marketers to effectively target their messages to both opinion leaders and their audiences at the moment it matters most. Top-tier brands and agencies use BuzzLogic for a number of initiatives, from blogger relations to direct marketing and online advertising.