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BizReport : Research : March 30, 2007
Celebrity gossip lures users
Marketers looking for an untapped marketplace may want to check out celebrity gossip and news websites. According to new research from Nielsen//Netratings, gossip sites showed a 40% increase in traffic.
The growth is shown from February 2006 to February 2007. The research also shows that users are viewing more stories on those sites. Pageviews show a 108% increase YOY.
Sites seeing the most growth were AOL TMZ (151%), People (93%) and 19 Site Roll Up (40%). Those same sites showed impressive pageview growth as well. Pageviews increased 489% at AOL TMZ, 108% at 19 Site Roll Up and 102% at People. EW.com, which grew only 14% overall showed pageview growth of 228%.
Researchers say the ever-increasing fascination with celebrities is driving growth in this area, some of that fascination is driven by the plethora of reality television shows on network television. Reality TV shows different sides of celebrities, making users want to know more about them.
With millions of users, both domestic and international, turning to these sites for news and information about their favorite celebrity it's a good time to advertise. According to a recent study from Blue Lithium, showing behaviorally targeted ads out of context - advertising ski gear on a desert or surfing website - garnered 14% more conversions that showing the ads in context on skiing websites.
Tags: behavioral targeting, celebrity, contextual advertising, online revenue
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