Adify Offers Horizontal Buys Across Vertical Networks
The new Adify Media business lets marketers target specific audiences across the 10,000 niche sites in its vertical networks based on criteria such as content and genre, demography, location and behavioral factors. Within its audience of 69 million U.S. monthly visitors, San Bruno, Calif.-based Adify says 80% are college-educated, 45% have incomes over $75,000 and 28%, over $100,000.
Publishers that have partnered with Adify to create ad networks include Politico, Martha Stewart Living Omnimedia, Warner Bros., NBC Universal and Break Media.
Among the initial group of advertisers to use Adify Media are Best Western Hotels, Eukanuba, Febreze, HP, Microsoft and Can-Am Spyder roadster.
Joelle Kaufman, vice president of marketing at Adify, said the company handles ad-serving itself and gives advertisers the ability to review individual site information by ad space, line item, creative or ad size and to manage campaign data in a single dashboard. "We give advertisers complete transparency," she said.
She added that CPMs typically range from $2 to $20 depending on the type of ad format and how highly targeted the campaign is. In addition to standard IAB formats, Adify Media also offers video overlays, content sponsorships and roadblocks, widget advertising and pay-per-click units.
The new initiative extends to Cox properties as the media giant acquired Adify last year for $300 million. Specifically, it includes Cox Media Group, encompassing its broadcasting and newspaper digital services, and the cable systems and broadband services as well as AutoTrader.com, grouped within Cox Communications.
In a study released Monday, comScore found that the collective reach of vertical ad networks such as Adify and Federated Media has grown dramatically in the last year, to 57.1% of the U.S. Internet audience in March from 21.5% a year ago.
"As more vertical ad networks prove their ability to effectively reach specific target audiences by aggregating mid-tail publisher sites, the industry will likely give greater consideration to these emerging ad delivery channels," said Lesle Litton, vice president of media at comScore, in a statement.