Burst To Unveil Video, Social Ad Tools
- by Gavin O'Malley @mp_gavin, September 14, 2011
The channels -- Giant Realm, MomIQ, Stadium, and Ella -- were all built around common interests and passions, and together comprise thousands of independent publishers.
"The channels we're introducing ... enable us to create ... ad campaigns at scale," said Burst COO Harry Klein.
In conjunction with the launch of the new channels, Burst also plans to unveil new video and social advertising tools, including sponsored conversations and video widgets.
Burst currently claims a reach of 148 million monthly unique users online, who together account for some 17 billion page views per month.
"The Web is being rebuilt around people," said Jessica McGranahan, senior vice president of publisher strategy and development at Burst. "We're aligning around communities online that feel authentic, around sources of information that we trust and connect with, and creating our own sphere of influencers to help us organize information."
MomIQ, Stadium, Ella and Giant Realm specialize in a range of topics from pregnancy and parenthood to sports, fashion, entertainment and gaming.
MomIQ is geared toward the 25- to-54-year-old women with children at home. Stadium delivers a base of 25- to-54-year-old male sports fans, Ella is for fashionable young women 18 to 34 years old, while Giant Realm targets Millennial guys with big appetites for gaming, entertainment and lifestyle-related content.
In April, video indexing and ad company Blinkx agreed to buy Burst Media for $30 million.
Per the deal, Blinkx has sought to embed relevant videos and video channels into Burst's thousands of publisher sites.
Burst has long billed itself as a specialist "long-tail" ad network. It boasts exclusive relationships with independently owned Web properties that target specific niche audiences.
