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BizReport : Advertising : February 07, 2008
Targeted ad network for local newspapers debuts
Newspapers have another alternative to sagging online classified sales. MediaSpace Solutions is an online ad network, offering newspapers access behaviorally, demographically and geographically targeted display ads.
More than 4,500 newspapers have signed on with the service. Most of the papers are in the US and are organized into smaller networks for geographic reach. The ads are offered on newspaper websites, but in addition to the websites advertisers can choose to advertise in e-newsletters and email updates (such as sports headlines, weather updates and breaking news) delivered to users inboxes.
Advertisers get much more than simple advertising. In addition to the ability to place a media buy, advertisers can obtain traffic information to determine which newspapers and which pages in the website are the optimal performers. According to recent data from online metrics firm comScore, local newspaper websites generate two to three times as much traffic as local radio or television websites.
More users log on to newspaper websites each day. According to a recent report from the Newspaper Association of America and Nielsen//Netratings, users are increasingly turning to online versions of their local papers. The report found that the number of unique visitors to newspaper websites increased to about 60 million per month in 2007.
Tags: advertising networks, newspapers
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