[originally published on the BuzzFeed Blog]
There are two thematic shifts in advertising that we’re particularly interested in monitoring and participating in: branded original content finally coming of age and the branding of existing viral content.
These brands are raising and cultivating high quality salmon, and some fish, like in any school, emerge as stronger and faster. The key is to pick these fish out of the school as soon as they start accelerating in the pond and put them out into the ocean, where all the ocean’s life can see these winners. This is very much a trend; we’re seeing these experiments from brands and agencies in the market every day, and it works. The cream does rise to the top or the salmon do leap. Every piece of content will not be a hit, but if you make several creative attempts and track with BuzzFeed analytics in realtime, you will always get a few big winners.
The BuzzFeed of today works great for these branded media initiatives, and we think that brands will produce more and more content in the coming years. And given that they can produce volumes of high quality content at a much cheaper scale, some of it will go viral, just as some videos of Youtube become standouts. Numerous leading agencies and many other parties are leading the parade, but many others are joining every day. Clearly making brand advertising that people actually want to share and tweet and link has promise for both consumers and brands.
But creating branded media is not the only mega trend in social advertising. We also see a tremendous amount in social brand advertising from brands that want to harness sharing and virility but don’t want to create content. For these brands the key is to look for sharks, the fastest most aggressive viral content that in real time is dominating the oceans, and jump on their back to hitch a ride!
BuzzFeed sees in real time hundreds if not thousands of sharks each day — the most exciting, viral content about every topic imaginable. The key is for the brand to jump on the shark’s back, like a a pilot fish, those swimmers that glide on the backs of sharks going where they go, dining when they dine. Brands can effectively sponsor, in a native fashion, content that is already going viral. We’re not showing all our cards on this one yet, but if you have a great brand, and want in on the early secret, let us know.
We think branded content sites and viral sponsorships will both play a big role in the future of branded advertising. Will now live in a world where no one sits down to “web surf” like we all did in 1997, but rather we each have a stream of content shared with us throughout the day. The social, viral web has arrived and the right advertising for this world will be here soon.
Hiring: Director of Sales
Buzzfeed is seeking an experienced internet media sales executive to work with agencies and Fortune 500 brands. The ideal candidate will have experience selling display advertising and sponsorships through self-direct prospecting, client service, and relationship building. This person will sell sponsorships and our proprietary ad units, as well as, work closely with our product and account service teams to see to it that the campaigns are implemented to maximum long-term client satisfaction. The Director of Sales will report to the President. He or she will have a track record of success and an entrepreneurial leaning that will allow her to quickly get up to speed on our products and begin generating revenue.
Prospect for clients, pitch new business, and generate sales
Create persuasive and clear sales materials
Generate and traffic insertion orders
Manage client campaign reporting
Convey client feedback to the Buzzfeed product team
Hit or exceed monthly sales targets
5 years of internet sales experience
Understanding of and experience in selling display campaigns
Experience negotiating, structuring, and closing complex six figure insertion orders
Ability to understand complex technology and convey it in an easy-to-understand manner
Deep network of advertiser relationships
Passion for social and viral advertising
BuzzFeed is a technology and media company that identifies and accelerates the distribution of content on the viral web. BuzzFeed technology measures the “ViralRank” of thousands of pieces of content each day and dynamically promotes the content that is most engaging to consumers. BuzzFeed.com attracts over 5 million monthly visitors and the BuzzFeed network reaches an additional 100 million vistors (Quantcast). Buzzfeed’s viral analytics package is available free, upon request, to qualified publishers, and the company is private beta testing contextual advertising solutions. Buzzfeed partners include: top agencies (Publicis, Undercurrent, MediaStorm), brands (Comedy Central, National Geographic, Intel), and publishers (Time.com, New York Post, College Humor, HuffPost). The company was founded by HuffPost co-founder Jonah Peretti.
To apply, send resume and cover letter (in body of the email) to: