Niche ad network launched to target gay web users

Advertisers can now reach the highly profitable and largely untapped gay market via a new advertising network.

by Helen Leggatt

gay%20ad%20network%20logo.gif With over 24 publisher partners, representing over 200 websites, the recently launched Gay Ad Network enables advertisers to target gay web users. According to DoubleClick, gay web users, of which most are between 18 and 34 years of age, are generally better educated, well paid and have more disposable income than average Americans.

However, targeting gay web users was much easier in days gone by when there was a limited number of gay portals. Nowadays, gay web users are scattered across the Internet on mainstream websites and social networks and are harder to identify.

According to previous research by Harris Interactive/Witeck-Combs Communications, "Almost two-thirds (64%) of GLB respondents say they are at least likely to consider purchasing everyday household products and services from companies that market directly to gays and lesbians over competing brands that do not."

Gay Ad Network collates gay information from a variety of mainstream and smaller gay news, community, information and niche social networking sites. The recently-launched niche ad network gives media buyers a solid base on which to plan gay and lesbian advertising campaigns. Of reassurance is that the network offers 100 percent transparency, ensuring that advertisers know where each ad has been placed.

The gay online advertising business has grown by 33 percent year over year since 2002. During 2006 the ad spend hit $223.3 million, a record high according to a 2006 Prime Access/Rivendell report.