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  • Overview
  • Reasons for Using Digg
  • Cost
  • Audience
  • Advertising on Digg
  • Reach and Frequency
  • Responsiveness
  • Limitations
  • Scheduling
  • Advertisers
  • References


Digg.com is a social news site that was founded by Kevin Rose and Jay Adleson in 2004. The site was produced specifically for its users interests. All information posted on the site is submitted and controlled by Digg users. Users are able to upload stories and blog about said stories for others to view and to "digg". The most "dugged" stories are the ones posted on the front page of the website. If member are not interested in a story or find it irrelevent, they are able to "bury" the material. If enough "buries" are cast, that story could be removed from th site. According to Quantcast.com, Digg is visited by 40 million unique users a month. This high traffic website is a gold mine for online advertisers. Advertisers can employ this site to reach out to an immense amount of their target audience.

Reasons for Using Digg

Digg.com is one of the most popular social news sites on the Internet. It is utilized for various incentives. For informal users, it is an exceptional site for finding current and past news stories ranging from sports to science. Digg assists users to search for helpful tips and to discover new products and companies. Business owners are able to use Digg to enhance awareness of their products and companies. Digg offers networking to users to they can discuss and share their interests with others. This sites helps build a fan base for blogs and other websites. This creates more traffic and a higher chance of getting a story on the front page. Posting stories on Digg drives thousands of visitors to a website in a matter of minutes. This is beneficial for website owners and advertisers because of increased search engine rankings and increased advertising revenues.


Digg is a free news networking site and is also fast and easy to sign up. Advertisers' are charged depending on how much they are "dugged" or "buried".


The main audience that utilizes Digg are males between the ages of 18-34 that are graduates and earn an income of $100K or more.(quantcast.com) The most visited genres by Digg users are Celeb/Entertainment, How-to/DIY, Video Games, Technology, News and other.


Advertising on Digg

Digg gives members control on which advertisements they want to view or not. The more an advertiser is "Dugg", then the less the advertisers have to pay. If an advertisement is getting "buried", then the advertiser will have to pay more until they fall off the site. The advertisements on the site have to relate to the site's content. This method is a huge advantage for every party. Advertisers are able to get their company and products out to their target audiences and are able to get immediate feedback. The audiences are able to decide which advertisements relate to them and which ones do not.Advertisers need to come up with advertisements that are just as compelling as the stories posted on site. If the advertisers just so happen to be "buried", it can also be a good thing because they will be able to update the advertisement and make it more appealing and original.(about.digg.com/blog/ad) After the new advertising platform was launched, advertising companies have received a 2.2 percent click-through-rate. The average click-through-rate for normal display ads on Digg.com before the platform was 0.08 percent.(nytimes.com)

Digg.com Front Page Featuring New Advertisements

Reach and Frequency

Digg is flooded with advertisements even though they blend in. The fact that the advertisements blend in can be an advantage and/or disadvantage. The advertisement can look like another news story to one person so they will check it out while someone else over looks it.
There are many different topics discussed on Digg so advertisers have a great opportunity to reach out to a larger audience than they expected.


The idea of placing advertisements on websites is not a new revolution. What got people talking was the fact that the users can choose which advertisements they feel relates to them more. At first people were hesitant on the idea but after the platform got going, people turned around and realized that the Digg advertisements are less in-your-face and are bringing in a large revenue. The large revenue is beneficial for users so the owners can keep the website up to date.
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Members strive to have their posts on the front page but it is very difficult to achieve due to the vast amount of users. The top users control most of what goes on the site and it is also difficult to reach that level. There is also high traffic on the site daily which can cause servers to slow or even crash. Another downfall is that spam seems to find its way onto the site frequently. For long-time users, the thought of having advertisements on a clean website turned away some members. They did not want to see a website that they admired turn into every other website that has obnoxious banners flashing on their screen every five seconds.


There is no set scheduling on Digg.com. The advertisements are shown everyday during every season. The advertisements alternate each time a user clicks on a different link on the website.


Advertisers that are seen on Digg.com include but not limited to:


Wortham, J. (2009, October 14) "Digg's Vote-for-Ads Experiment Is Raising Revenue"-Retrieved November 18, 2010 from http://bits.blogs.nytimes.com/2009/10/14/diggs-vote-for-ads-experiment-is-raising-revenue/

Maeser, M. (2009, June 3) "Ads You Can Dig...or Bury"- Retrieved November 18, 2010 from http://about.digg.com/blog/ads-you-can-digg…or-bury:

Anonymous. "Digg.com"- Retrieved November 18, 2010 from http://www.quantcast.com/digg.com#demographic

Boswell, W. "Use Digg to Find Stories and Submit Stories Online"- Retrieved November 18, 2010 from http://websearch.about.com/od/dailywebsearchtips/qt/dnt0721.htm