February 03, 2012

BuzzCity's Premium Channel

By Delynn Ho, VP Sales

Successfully building a brand requires that you put your brand in good company. Yet advertising only on premium sites is expensive and unlikely to meet the targets of a well-balanced media plan. So, BuzzCity has launched a cost-effective solution: The BuzzCity Premium Channel, which offers advertisers the 'long tail' of quality sites.

As frequent partners and clients know, when you advertise with BuzzCity, you are able to select a channel for your ads, like Community, News, Entertainment & Lifestyle and Information & Services.

Our Premium Channel is a new option that includes a mix of branded mobile properties
, carriers and telcos, international and regional news outlets like Kompas and The Star, social media sites like Hi5, popular mobile internet sites and mobile applications. We can't disclose the entire basket of content – many of our partners in this channel also sell ad space directly – but we can share a few examples:
  • Instant message services Ebuddy and UberSocial are huge in countries like Brazil and Indonesia. They also intergrate with other messengers like mySpace, Twitter and Yahoo!
  • Accuweather and social media news site Mashable are popular niche news outlets.
  • Soccer Laduma is a popular sports site in South Africa with huge traffic.
  • Echofon, Handmark and Shape Services deliver apps across multiple platforms including Android, Blackberry and Windows Mobile. Placing ads with app developers provides access to smartphone consumers, who are often the first to buy new technologies and are a favorite target group for many advertisers.
All of the publishers in our Premium Channel have good traffic volume, strong brand identities in the mobile space and widely recognised properties in their markets (local, regional and global). Within the Premium Channel, advertisers can of course still target by geographic region.

Branding and Reach

As an advertiser, you need to set predetermined goals for an ad campaign, including

  • your target audience
  • the number of people who will see or interact with your ads
  • the number of times, viewers are exposed to your ads
To reach these goals, the best solution is likely to be a strategy that includes at least two media buys. The first purchase is on premium online websites. The second targets secondary sites and adds depth to your campaign, which will enable you to hit the numbers in your plan.

Take the example of Amazon. 

What is the most important difference between Amazon and a traditional bookstore?


As Wired Magazine's Chris Anderson writes:

"Traditional retail economics dictate that stores only stock the likely hits, because shelf space is expensive. But online retailers (from Amazon to iTunes) can stock virtually everything.”
The number of niche products on Amazon is a lot more than the number of 'hits'. Books that only sell a few copies a year are part of Amazon's 'long tail'. Sales of these books are just as important, if not more so, to Amazon's profits as the sale of best sellers.

The Long Tail

In the case of BuzzCity, in addition to some of the bigger brand names, our inventory also includes a lot of quality niche mobile applications and sites. An advertiser could not put together a media buy like this on their own. Individually, these sites might not attract much interest. But taken together, they form the long tail of mobile advertising.

This long tail provides advertisers with a middle ground between niche premium sites and standard network advertising. It's like the difference between placing an ad in a niche magazine like Golf Digest, a mainstream newspaper or on a highway billboard. Look at it this way:

For your next advertising campaign, try allocating equally between premium channel buys and long-tail networks. When you assess the campaign, measure their performance by your preset objectives and compare the buys. You'll find that the long-tail provides greater reach, better targeting, less category overlap and is simply more cost effective.

Related Article
Frequency and Reach