80% of advertisers do not take into account current audience gauges in blogs because they do not trust their reliability

37% of readers recognize that their visit to a blog has changed their intention to buy products valued between 500 and 1,000 dollars

The blogger relations agency, Blopies, presents the main conclusions of the “Blopies Study, Blog Monitoring 2011”; his annual study on the blogosphere, whose main objective is to analyze the keys of the advertising sector in blogs. The results obtained from the study show the existence of a growth of investment in blogs by advertisers, which would be greater if they could measure the return on investment with guarantees.

The study of Blopies, as a novelty in this 2011 edition, has a sample of blog readers that adds to the usual bloggers and advertisers. This extension of the study has allowed us to approach the analysis from a threefold approach, responding to the demands of all the agents that intervene in the blogosphere: Bloggers, advertisers and readers. In addition, the “Study Blopies, Blog Monitoring 2011”, which is presented in the form of infographics, has been translated into eight languages ​​with the aim of obtaining data on the functioning of the blogosphere outside borders and to present an international analysis in 2012 of advertising on blogs.

Without measurement there is no investment

The first conclusion offered by the “Blopies Study, Blog Monitoring 2011” is the importance that blogs have acquired as an advertising medium. 96.8% of the advertisers surveyed consider it the most effective online media and more than half recognize that the influence exercised by bloggers with their posts is more efficient than that exercised by other advertising formats such as the banner; an opinion shared by more than 50% of readers.

Most of the advertisers surveyed, 52%, recognize that they would invest more in blogs if they could measure the return on investment. In fact, 70% of advertisers demand the need to improve the measurement of audience in blogs. A need that, little by little, also begin to share bloggers. 38% of bloggers surveyed see the need to improve the measurement of these audiences to attract advertising investment towards their blogs.

The banner, the most detested

The advertising format most valued by advertisers is product testing. 64.6% consider it the most effective format, however, bloggers consider that the advertorial is the format that offers the most value and effectiveness to an advertiser. At the opposite end is the banner that is the worst valued by 80% of blog readers surveyed.

Good positioning, guarantee of success

The “Study Blopies, Blog Monitoring 2011” reveals that bloggers are increasingly aware of the potential of their blogs as an advertising format, hence they do not hesitate to make efforts to improve their quality. Most bloggers choose to increase visits to attract publicity, however, what advertisers value most is the positioning of the blog. 73% of advertisers consider important or very important that the blog is well positioned in major search engines such as Google, Yahoo or Bing