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BizReport : Advertising : February 22, 2008

Ad network offers parental targeting

It isn't just Hollywood that is baby crazy. Seems that a large portion of the public, in general, is interested in becoming parents and a new ad network offers advertisers access to this growing segment of the population., recently bought out by the Nikelodeon/MTVN Kids and Family Group, offers a pregnancy-focused group of parenting websites for consumers.

by Kristina Knight

The websites will be integrated into Nik's existing network.

Nada Stirratt, Executive Vice President, MTV Networks Digital Media said, "The Network will allow our advertisers to reach a wider parenting population through a selection of high-quality, targeted sites."

The network gives online marketers the ability to target adults interested in becoming parents, those who have had babies recently and even the parents of teens. One of the websites in the new network is, a Babunga site which has shown a 500% growth rate over the past five months. Nearly 15,000 unique users log on to the site each day.

Steve Youngwood, Executive Vice President, Nickelodeon/MTVN Kids & Family Group said, "Now with the acquisition of Babunga's family of sites and its integration into Nick's ParentsConnect, we are also now leaders with expecting parents. As our brand continues to expand to provide more family experiences, the new site will allow us to reach more parents online than ever before."

Tags: advertising networks, online advertising

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