Digital Media

Arif Durrani, mediaweek.co.uk, 23 January 2009, 4:05pm

Tailsweep launches blog network for brands

LONDON - Tailsweep, the Swedish ad network that specialises in making money from blogs and social media, has launched in the UK with the promise of providing a "new channel for brand advertising".

The service works through an automated system that enables brands to place ads based around blog content and target audiences.

Since launching in Sweden at the start of 2007, Tailsweep claims to reach more than two million unique users in each of its technology and music blog segments.

Partners include some of the biggest independent bloggers on the web, including Hype Machine and G Hacks.

Dan Britcher, sales director at Tailsweep, said the company's goals for 2009 are based around representing the top 10% premium blogs in the UK within specific sectors.

"Ours is not a model focused on scale like the traditional networks," said Britcher. "We're focused on the premium partnerships that can harness our technology expertise in viral reporting systems."

Unlike many other networks, Tailsweep also offers bloggers' the chance to form non-exclusive partnerships and to develop digital PR activities, more akin to US operations such as Federated Media.

Tailsweep is currently recruiting bloggers in the UK and US with strong UK traffic.

The UK launch hopes to build upon an extensive blog network across music, fashion, technology, sport, automotive and gaming. Regular clients include H&M, Nokia, Nivea, IKEA, Sony Ericsson and Nestle.

Blue-chip companies reported to be already involved with the venture include leading technology brand Samsung and media agency Starcom Motive.