Wednesday June 19, 2019

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Buzzfeed Gives Advertisers Creative Beyond Banners

Image representing BuzzFeed as depicted in Cru...

Image via CrunchBase

Buzzfeed has recently experienced an extreme traffic surge paired with an ambitious plan to redefine media company. According to Digiday, Buzzfeed has also had success in winning over the Madison Avenue audience by foregoing the banner in favor of the social ad. The site has managed to become synonymous with social ads, and has created an irresistible appeal for agencies with its innovative and easy-to-use design. Custom ads tend to be labor intensive, and banners are easy for buyers to create, but Buzzfeed has adapted its new-style ads to the old ways of banners.

Jon Steinberg, Buzzfeed’s publisher and COO told Digiday that, “In some cases, all we need is a theme or big idea from the brand.” This process makes offers agencies a different and easy approach. Buzzfeed is also appealing to all forms, with its politics and editorial content mixed in with its listicles and custom badges. The site also tries to calm the ad buyer by classifying their site content into two categories: safe for work and not safe for work. Brands have the option to have their social ads not be shown next to content determined “NSFW,” to save the buyer from dealing with a backfire from their client’s work shown next to “unsafe” content.