Buzzstarter, which is launching today as part of Disrupt NY’s Startup Battlefield, wants to make it easier for brands to reach specific demographics audiences in the places where they can be found — that is, on various blogs and social networks.
But it doesn’t want its messages to look like display ads. Instead, it’s trying to make it easier for brands to do programmatic buying for its content marketing to appear in-line at any number of publisher sites or social feeds.
“We’re doing this today because online advertising is becoming a bidding war,” Alex Gold said. Instead of using typical display ads that customers don’t look at, Buzzstarter offers a higher degree of audience reach.
Buzzstarter works in a similar way to more traditional ad networks: It enables brands to build content marketing and social campaigns and distribute them out to a wide range of distribution sites. The platform then provides real-time, advanced analytics that can be used to optimize those campaigns.
Brands and agencies designate target demographics and how much they are willing to spend, and the platform does the hard work of matching places where those messages appear. All of which enables Buzzstarter to do content marketing at scale.
Customers already include brands like Degree, Axe, Clear, Absolut, and Aeropostale, with more in the pipeline. The company has been growing at a rate of 42 percent each month.
Buzzstarter was founded by Ken Zi Wang, an engineer who has a special interest in growth and distribution and created the Growthathon hackathon, as well as Alex Gold, who previously worked on distribution and business development for Vuguru, Discovery Communications, and other companies.
Question and Answer
Q: People who are tweeting, are they disclosing that?
A: Yes, they’re shown as sponsored posts.
Q: There are other competitors now in this space. How do you differentiate going forward?
A: We see this going as pay-for-performance.