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paidContent.org - Ad Industry Roundup: Glam/SB Nation; Yahoo Search; MSLO; Forbes

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Tameka Kee
paidContent.org
Tuesday, March 17, 2009; 7:07 PM

?Glam builds sports vertical around SB Nation: Glam Media's latest vertical push is into sports; it's launching a sports channel on Brash.com around content from SB Nation, the local sports blog network founded by DailyKos founder Markos Moulitsas. Universal Pictures and Idearc Media's SuperPages.com are the launch advertisers; Brash.com will also host a sponsored micro-blogging feed for the rest of March Madness, culminating with the NCAA Championship, much like it did during the Oscars.

?Yahoo Search Marketing gets advanced targeting features: The targeting upgrades bring Yahoo's paid search platform that much closer to Google's AdWords: advertisers can automatically raise or lower their bids based on the time of day, geographic location or demographic of their target audience. The changes can be as granular or high level as advertisers need, per Search Engine Land.

?Martha Stewart goes to the dogs (and other pets): Hoping to make cuteness pay off, Martha Stewart Living Omnimedia (NYSE: MSO) is expanding into pet care, including a blog centered around Martha's French bulldogs. At launch, the site is aligned with Nestle Purina PetCare and the MSLO site will specifically promote the marketer's PurinaOne website. Release

?Forbes targets CMOs: While MSLO is broadening its horizons, CEO-focused Forbes is moving to encompass more ad and marketing related news with its CMO Network channel. Still, with the ad and media industries in such a dire state, it could be a struggle to find ad support. At the launch, a Microsoft (NSDQ: MSFT) ad was featured fairly prominently, while lower down, we counted five remnant ads, two house ads and two ads from an investment site and a software provider. Release


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