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BizReport : Advertising : September 29, 2010


Burst Media, FOX Sports team up for sports-related ad network

A new advertising network may help brands connect with sports-minded consumers. FOX Sports Interactive and Burst Media are teaming up for the launch, a vertical ad network developed for use with long-tail sports content websites.

by Kristina Knight

foxsports.bmpBurst Media built the ad network using their adConductor technology, giving the network not only advertising management capabilities but publisher recruitment and relationship management services.

Currently there are 38 content sites in the FOX Sports Ad Network, attracting nearly 4 million unique visitors per month. Those visitors are racking up about 66 million page views per month and the number of content sites within the network is expected to grow to more than 100 by year's end. Current websites in the network include FootballNewsNow.com, FantasyNascarPreview.com and TheOZone.net.

Ads for the network can be purchased through FOX Sports Interactive Media (FSIM) or Burst Media in a single advertising buy. Brands can choose from run-of-network ads, geographically targeted ads, sports content type or daypart.

"FOX Sports Ad Networks is an opportunity to associate our site with a recognized leader in sports programming," said Chuck Carroll, publisher of FootballNewsNow.com. "Their commitment to providing relevant advertising from some of the most recognizable brands today is unmatched. The high quality ads will definitely help build trust with our readers."

"The male sports audience is an important demographic for advertisers to reach," said Kyle McDoniel, Vice President, Business Development at FSIM. "By leveraging Burst Media's expertise in ad network development coupled with its adConductor technology, we've expanded advertisers' access to this audience and associated FOX Sports with quality long tail websites that provide great sports content."

Although most sports fans are still thought to be males between ages 25 and 49, many women have joined the ranks as avid fans of football, baseball, hockey and basketball. While the male demographic is still the predominant sports demo, brands should not forget female fans.

Tags: Burst Media, FOX Sports, online advertising, online content, sports advertising, sports content










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