Women, women, everywhere. No, this is not Tom Brady’s hotel lobby. Yes, we have seen at least 10 new networks over the past few months. Almost every one of these new vertical ad networks focused on women, and any given combination of this demographic segment. From Warner Brothers MomLogic Mom’s Network, to Nickelodeon, to Martha Stewart, and so on.
Yes, advertisers are very interested in reaching women, especially in the 24-45 age groups. Big CPG, health and beauty, financial and even auto manufactures are targeting women these days, with big budgets and targeted creative. This year will also be very big in the election, as any political pundit would tell you, women are the elusive swing voters.
So women are a great target online, and there are plenty of options. But what about the men? Is there a really effective way to buy across the long tail of high quality sites and reach men? There are very few vertical ad network options for male oriented advertisers. Yes, there have been a few that have a male skew, with business and sports, but nothing that directly targets this demographic group.
US men age 18 to 34 comprise nearly 27% of the total male Internet user population, but they are elusive. They continue to watch fewer hours of TV and spend more time online, playing games, downloading videos, music and podcasts and sometimes shopping.
Data from eMarketer reports that the male demo, younger than 45, is the most important target audience today (tied with women) for online marketers.
A quick analysis of the top advertiser categories, based on data from Nielsen and comScore, show the men’s category (i.e. men’s health, entertainment, fashion & lifestyle, living) as #8 in the total available quality inventory for brand ad spending.
This demographic is very important and there is plenty of online brand dollars allocated to these consumers. As the women’s online land grab gets to a heated pace, the men’s sites are just starting to see some real interest, and if the women’s category is an indicator, this energy will become exponential as many players enter the market.
This target is ripe for the picking, and those that execute and have first mover advantage will win!
You mention some vertical networks focused on sports. Can you be more specific in which vertical networks are focused in this industry? I've been searching for sports specific ad networks and haven't come up with anything other than the weak networks created on adify.
Good post. Thanks!
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