Placing ads on blogs might be a good way to reach certain demographic groups, but isn’t necessarily a route to generating word of mouth, Nick Denton, founder and publisher of Gawker Media, said at a panel at Ad:Tech Tuesday.

Some other panelists were more optimistic about the prospect of blogs creating word of mouth. Steve Rubel, vice president, client services of the public relations firm CooperKatz & Company, said that advertising on blogs assisted marketers in “finding the customer evangelists out there” and “empowering them with tools.”

But this doesn’t apply well to ads on blog. An advertisement on a blog is much the same as the ad on other media but with different demographic groups. Denton also adviced about this during Ad:Tech.

Buying ad space on blogs can’t be a substitute of building a blog. Blog is about establishing conversation with current and prospective customers. Ads allow advertisers to tap into other people’s traffic from their blogs.

Source: Media Post.