Martha Stewart-Run Ad Network Could Help Blogs Ditch Google

  |  November 7, 2007   |  Comments

Martha Stewart Living Omnimedia has already signed advertisers including Ace Hardware and Macy�s to its new Martha's Circle network.

Specialty ad networks are a good thing if Martha Stewart Living Omnimedia has anything to say about it. The media and merchandising company is stretching its online advertising presence by launching Martha's Circle an ad network focused on home and decorating topics akin to marthastewart.com.

The company has already signed advertisers including Ace Hardware, Macy’s and Bank of America, promising them the ability to target to specific content areas such as food, kids, home and entertaining.

Advertisers looking to reach the traditional Martha Stewart audience will be able to purchase ads across the network, including blog network Apartment Therapy, 101 Cookbooks, Style Me Pretty, Smitten Kitchen and Mom Junction. Martha's Circle will provide advertisers with premium ad units and campaign level reporting and optimization, according to the company.

"I think that Martha can do a great job of knowing who her audience is and if they match the right ads and companies to this space, the quality level will be high and we'll all make more money off of that," said Maxwell Gillingham-Ryan, co-founder of ApartmentTherapy.com, a home décor blog network. "Martha could potentially bring great quality to the matching of ads in this space."

Martha Stewart Living Omnimedia isn't the first women's media company to launch an ad network specifically to reach its audience. Companies like Glam and iVillage have been competing for advertising revenue, and attracting big name partners. Glam chose Google as its exclusive search provider in June, and NBC Universal’s iVillage became the exclusive sales agent for Sugar in the same month.

Gillingham-Ryan already had been approached by Glam and Federated Media to join their ad networks, but what drew him to Martha's Circle was the specific focus on home decorating.

"We saw them as a nice fit in terms of content, but didn't think they were the forefront of online," admitted Gillingham-Ryan about Martha's Circle. "Glam and Federated are bigger in that area, but we are willing to go with someone that represents what we are interested in."

Apartment Therapy's site includes five ad placements, and now offers two of them through Martha's Circle. The blog network receives a minimum payment for the placements, which Martha's Circle sells at a higher CPM to advertisers. The blog network sells the remaining spaces itself or through Google AdSense.

“For us in our niche, since we're house and home, and we know there is the potential to sell ads to real companies like Home Depot, and DWR, selling ads through Google is a sign that we're not doing a good job," said Gillingham-Ryan. He aims to increase ad revenues by joining the niche ad network in the hopes of abandoning AdSense altogether, he said.

"Google's CPM is very low. When we counted our pageviews and ran the numbers, it was shockingly low,” he said.

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

ABOUT THE AUTHOR

Matthew G. Nelson

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

    Information currently unavailable

Jobs

    • Online Marketing Coordinator
      Online Marketing Coordinator (NewMarket Health) - BaltimoreWant to learn marketing from the best minds in the business? NewMarket Health, a subsidiary...
    • Call Center Manager
      Call Center Manager (Common Sense Publishing) - Delray BeachWanted: Dynamic Call Center Manager with a Proven Track Record of Improving Response...
    • Interactive Product Manager
      Interactive Product Manager (Western Governors University) - Salt Lake CityWestern Governors University, one of the 20 largest universities...