IZEA's Real-Time Marketplace for Sponsored Social in Focus
Love or loathe the idea, sponsored social is likely here to stay - and it's future looks bright.
IZEA, which provides a platform for managing sponsorship transactions (which it has processed more than 3 million of since 2006), has released its new Sponsorship Marketplace to provide a destination where brands and agencies can tap into the influence of bloggers, tweeters and digital socialites.
Functionality includes a creator discovery engine (allows advertisers to identify and filter creators based on topic, channel, audience and reach), automated campaign workflow, two-way bidding and negotiation features, and real-time performance tracking. IZEA's Exchange platform powers the new marketplace which can be used in a white-label manner.
Sponsored Social is different from display and other forms of native ads because brands invest in bloggers, tweeters and other social media creators to create and distribute advertiser content through their own social networks in their own voice.
"Sponsored Social has grown tremendously since we created the space in 2006. Sponsored blog posts, tweets and videos are now common offerings from The New York Times and the Associated Press to Kim Kardashian and TMZ," said IZEA CEO and founder Ted Murphy. "While adoption has skyrocketed, brands still find it difficult to truly scale their sponsorship efforts. We aim to change that by creating an entire ecosystem around this space, beginning with the Sponsorship Marketplace public beta at IZEA.com."