• by Tanya Gazdik , January 11, 2008

Burst Media has launched the Burst Moms Network, composed of 150 Web sites that deliver more than 197 million impressions per month.

Ad networks enable brand advertisers to easily buy online ad inventory across a hand-picked set of high-impact, high-quality Web sites.

Burlington, Mass.-based Burst, a provider of advertising representation, services, and technology to independent Web publishers, has 12 years of experience in building vertical channels for advertisers. The Burst Moms Network takes this experience to a new level, providing brand advertisers with broad reach to online mothers and custom opportunities to deliver an immersive brand experience in high quality content, said Jarvis Coffin, CEO of Burst Media.

The definition of an ad network was transformed in 2007, with the focus now on audience, Coffin said.

"Advertisers have always had principally one thing in mind, and that is how to reach their potential best customers and eliminate media waste," Coffin told Online Media Daily. "The Moms Network is made up of a lot of quality niche content. It's a new way of understanding how brand advertising can take full advantage of ad networks, especially our ad network."

A June 2007 Burst Media Online Insights survey found that the Web has become an indispensable component in the daily life of women around the U.S., with two-thirds of the women indicating that their daily routine would be significantly disrupted without Internet access. The Burst Moms Network allows brand advertisers to keep up with women's changing media habits and engage them with quality online content.

The Burst Moms Network offers all standard IAB units plus rich media placements, interstitials, in-banner video, and custom sponsorships and programs. Burst created the Moms Network to give advertisers a focused set of high-quality Web sites--centered on the needs of young mothers--in a fully transparent environment, Coffin said.

Burst isn't the only company aiming to reach moms. In mid-November, the Warner Bros. Television Group expanded its digital content with the launch of MomLogic.com, an online destination and cross-platform advertising network which is billed by the Burbank, Calif.-based company as a daily online magazine for "thinking moms who don't have time to think." The site uses current events as a jumping-off point to delve further into pivotal parenting issues.

One of the key elements of the destination's reach is the MomLogic Network, a vertical online advertising network powered by Adify. The MomLogic Network aggregates inventory from editorially compatible, safe, high-quality sites that reach moms, women and parents. Since launching, MomLogic has added 20 sites to the network and after one month of operation was approaching nearly 1 million unique visitors/month.