Vertical Ad Networks – Huge potential for a good reason « PlayerSearch Blog

PlayerSearch companions with Fantasy Sports Ventures to serve our sports focused ads, many tech sites spouse with John Battelle’s Federated Media and lots of women’s focused sites spouse with Glam Media. It appears that FSV goes to be the dominant ad community for sports sites. They have 90+ sites signed up, have raised a good amount of capital and, most importantly, they’ve the correct rolodex full of contacts at the large brand advertisers from their 10+ years of experience working with the NFL. Oh, and that they haven’t any real competition at this point…that helps!In an interview with CNET, John Battelle makes a captivating comment concerning the range of CPMs that vertical ad networks can give. This seems to use very well with my positive adventure so far with FSV.

With Google AdSense a small site can hope to get about $1 CPMs…FSV has done an excellent job in lower than a year of executing on direct reaction banner ads, as John describes them, that garner about $5 CPMs. So FSV automatically adds value to their associates by doubling the CPM that we could get differently. One of the challenges I see with any vertical ad community is that the high quality of every site varies dramatically…so 2+2 remains to be 2 in lots of cases – agents don’t want their brand/ads on poor good quality sites and if that occurs they definitely aren’t inclined to pay a premium CPM for it. So adding up 10 million page views across 100 sites is not as beneficial to dealers as going to Yahoo or MSN and getting an identical reach on a single site. And as John points out, the engagement brand advertisers searching for is presently very fragmented on most networks. PlayerSearch brings a very unique value proposition to the FSV network.

PlayerSearch can direct site visitors to each affiliate by including their content material in the hunt outcomes and might enhance their site to maintain their users coming back more often by offering an improved search adventure for their users…both activities increase page views for the affiliates which raises ad revenue for both the affiliate and FSV FSV wins twice…once by serving ads on the quest results pages and a second time by serving ads on the associate sites that get hold of the site visitors from the search consequences; here’s not unlike Google that wins twice as it serves Google AdSense on many sites that it sends site visitors to. In addition, the good quality content material human editor authorized and user interface adds a top quality advertisements environment for brand sellers. Once we are capable of build the reach assuming it is a question of when, not if!we can work with the logo agents to create high value promotions beyond banner ads that are worth the $20+ CPMs that John is speaking about.

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