Tune In to FM: Battlelle’s Blog Network Launches Ad Platform
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Written By Reprise Media | May 4, 2006 | Share This
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Federated Media, search blogger John Battelle’s “author driven” conglomeration of 45 popular sites, has gone live with an ad management tool that allows advertisers to more easily create, track and otherwise control campaigns implemented on the network’s sites.
FM is likely a desirable destination for online advertisers, consisting of such monster favorites as Boing Boing, Fark.com and Digg; its sites collectively log about 70 million pageviews a month. Available ads include banner and text, sold on a CPM basis, says ClickZ.
The new platform (in beta - Battelle exhorts users to “bang on it, help us learn, and find it useful”) allows would-be advertisers to target what are called “federations,” groupings of various sites (”voices”) under such headings as “technology & digital culture” and “hip parenting.” Inputting a campaign’s needs along demographic and inventory lines theoretically returns sites best-suited to the task.
Unlike many ad networks, FM’s gives individual sites the right to refuse ad campaigns they don’t want to carry. But FM’s sites can afford the luxury, due to sheer popularity (not to mention the loyalty of their readers) - and those factors are also undoubtedly major selling points. Advertisers are free, as before, to negotiate campaigns without using the new platform, but a 35% discount is being offered as incentive to do so through the end of the beta testing phase. Anyone trying it? We’d love to compare notes, so please shoot us an email.
Topics: Advertising: Contextual |