bloggingfAD was fortunate enough to interview JR Magboo, an account manager from K2 Interactive(a well-known interactive media agency) regarding the trend of blog advertising. 
These are the key points we got from our chat with Mr. Magboo:
1. On pro-blogging…
Most bloggers love to write. If they decide to become professional bloggers, it’s a great thing because they earn money from doing what they love.
2. On advertising in professional blogs…
Basically, there are banner ads and product reviews. Product reviews are good because they give readers/customers a different perspective. Not all pro-bloggers have a degree in journalism, but they try to be true to themselves to. Ideally, they write what they want to. It’s also a plus that it has a personal touch. So, if they are really passionate about that product, the review will give a little something extra for the company. And vice-versa. If they’re not happy, they don’t sugarcoat it that much.
The advertiser also gets a different exposure because the internet is a relatively new medium compared to print, radio and TV. A good brand manager would look at the different contact points. The advertiser should also understand the risk involved. They can’t control everything. Unlike in a TV commercial, they can write the story and edit it before airing. With product reviews, there’s no telling what will be written in the blog. At least that is what should happen. This is where ethics comes in. 
3. On ethical advertising…
Pro-bloggers should remain ethical and not feel obligated to write good reviews just because companies offer them free products. And although they have biases already (like their favorite brands), they should remain objective in writing reviews for competitor brands. They should also consider carefully which companies they allow to put up banner ads in their blog. Considerations should go beyond the monetary deal.
4. The process...
There are two ways:
(1) Companies who want to advertise in pro-blogs go to media agencies.
These are the key points we got from our chat with Mr. Magboo:
1. On pro-blogging…
Most bloggers love to write. If they decide to become professional bloggers, it’s a great thing because they earn money from doing what they love.
2. On advertising in professional blogs…
Basically, there are banner ads and product reviews. Product reviews are good because they give readers/customers a different perspective. Not all pro-bloggers have a degree in journalism, but they try to be true to themselves to. Ideally, they write what they want to. It’s also a plus that it has a personal touch. So, if they are really passionate about that product, the review will give a little something extra for the company. And vice-versa. If they’re not happy, they don’t sugarcoat it that much.
The advertiser also gets a different exposure because the internet is a relatively new medium compared to print, radio and TV. A good brand manager would look at the different contact points. The advertiser should also understand the risk involved. They can’t control everything. Unlike in a TV commercial, they can write the story and edit it before airing. With product reviews, there’s no telling what will be written in the blog. At least that is what should happen. This is where ethics comes in. 
3. On ethical advertising…
Pro-bloggers should remain ethical and not feel obligated to write good reviews just because companies offer them free products. And although they have biases already (like their favorite brands), they should remain objective in writing reviews for competitor brands. They should also consider carefully which companies they allow to put up banner ads in their blog. Considerations should go beyond the monetary deal.
4. The process...
There are two ways:
(1) Companies who want to advertise in pro-blogs go to media agencies.
The agencies will choose which blogs to advertise in.
(2) Companies search on their own.
(2) Companies search on their own.
But most of the time, companies do course it through media agencies.
Therefore, the agencies also have certain considerations I selecting which
blogs to advertise in.
5. The criteria...
On the side of the blogger some considerations are:
(a) Relevance of the advertiser to the blog and to readers
(b) Aligned with principles
On the side of the advertiser / agency:
(a) Similarity of target market
(b) Objective of marketing plan
(c) Non-controversial blog (unless the brand is controversial as well)
(d) Relevance
5. The criteria...
On the side of the blogger some considerations are:
(a) Relevance of the advertiser to the blog and to readers
(b) Aligned with principles
On the side of the advertiser / agency:
(a) Similarity of target market
(b) Objective of marketing plan
(c) Non-controversial blog (unless the brand is controversial as well)
(d) Relevance
Message to bloggers and advertisers:
Since there is no regulatory board for blog advertising (the Internet being a relatively new channel), pro-bloggers and advertisers alike should be the ones to regulate themselves. This applies to what they write and who they allow to advertise. Self-regulation is the key.
From all of us here in bloggingfAD, thanks Mr. Magboo! It has been a very enlightening interview and we're sure the readers will learn a lot from this!.
p.s. FEEL FREE TO COMMENT!!!
8 comments:
March 9, 2008 at 8:43 AM
Ya, I agree. There should be a code of ethics in blogs and that bloggers should be cautious of the products that they review. the products must not go against their principles, and i guess bloggers should not be pressured to advertise products that are against their principles or unethical.
March 9, 2008 at 9:29 AM
wow, never thought that advertising on blog involved lots of steps.
March 9, 2008 at 10:07 AM
Self-regulation: yes, bloggers must not be biased when talking about a product. If they cannot make a review about it in a proper way, then better not to than to be pressured to sugarcoat products which they do not actually like.
March 9, 2008 at 10:14 AM
waw, jr - sabi tinanong kita kung saan ka nagtratrabaho di mo sinagot. ngayon alam ko na.
March 9, 2008 at 11:06 AM
hi anonymous! you know jr magboo?
March 9, 2008 at 11:08 AM
tsk tsk... money is the root of all evil.
bloggers must keep their principles intact. this is one tempting ride.
March 9, 2008 at 11:09 PM
bloggers should not be bias so that people will continue to read and trust their blogs!!!!
March 9, 2008 at 11:13 PM
In advertising in the internet, there are many temptations to do things that may be improper, like radically clicking the ads just to increase the number of pay per clicks. I think that advertisers in the net and in blogs should be careful not to deceive. Besides, cheating on the pay-per-clicks is a crime.
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