Snakk Media Unveils Mobile Blog Network
Snakk Media today launches a mobile site featuring a network of 100 entertainment-oriented blogs customized for handheld devices. The Los Angeles-based startup's 310.tv site will feature niche blogs covering categories such as music, TV, movies, fashion and celebrity gossip, and will be available across most wireless carriers and devices.
Signing on as initial sponsor is Target, which will promote its exclusive release of the deluxe version of Christine Aguilera's new CD, "Keeps Getting Better: A Decade of Hits." In addition to a prominent presence on the 310.tv home page, the campaign includes run-of-site banner ads and Aguilera ringtones supporting the new album.
Snakk CEO Joe Kavanaugh said that through 310.tv Target was tapping into an "exclusive selection of tastemakers out there that map well to their current campaign." Rather than starting a set of blogs from scratch, Snakk is adapting existing blogs for the mobile screen, aimed at on-the-go hipsters.
Among the most prominent are celebrity news site GlossLip and Blogcritics, a community blog site focused on the arts and entertainment. Others offer more underground appeal, such as the blog of L.A. DJ Steve Aoki. Kavanaugh said content on the blogs would be refreshed every five minutes to keep users coming back frequently.
For advertising on the network of youth-focused blogs, Snakk plans to go well beyond banner campaigns. "We're interested in finding opportunities to integrate with brand advertising," said Kavanaugh, whose company shares mobile ad revenues with the sites it represents.
Despite "tv" being part of the domain name, video is not included in any of the sites at launch. It's expected that video will be added later. In the works are additional mobile blog sites from Snakk including 404.tv, which will focus on all things technology.
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