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BizReport : Advertising archives : September 17, 2007

Real estate publisher to target affluent consumer base with ad network

Real estate publishing giant Network Communications and Godengo, an online advertising network, are collaborating a new ad network that will target affluent consumers interested in the housing market.

by Kristina Knight

The network includes nineteen publishers and 73 regional magazine websites which can utilize the ad network to place ads which are contextually and geographically targeted within the different regional magazine websites.

“Working with NCI provides us an exciting opportunity to help expand their online home design portfolio in a number of proven affluent markets,” said Tim Sullivan, CEO of Godengo. “We believe this will be a fantastic, mutually beneficial relationship, leveraging these beautifully designed, highly visible titles.”

Advertisers can choose from several different contextual ad packages so that their ads are placed for the most benefit, for example, choosing an Arts & Entertainment package for upscale wineries or Computers & Internet packages when targeting tech-savvy users.

According to Godengo's own stats, about 3 million users log on to one of the 100-plus websites each month; their sites offer up 33 million ad impressions. Most of the users logging on (68%) are between the ages of 25 and 54 and are primarily female (64%) with household incomes above $100,000/year (44%). Users are also more likely to hold at least a managerial position (50%), have a college degree (67%) and own their own home (73%).

Tags: contextual targeting, targeted advertising

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