Break Media Gets in Touch With Its Feminine Side

  |  June 23, 2010   |  Comments

A CPG giant - with brands like Lysol, Woolite, Clearasil, and Vanish - has signed on to explore advertising in Break Media's new female-skewed categories.

Break Media isn't just about marketing to dudes anymore, now that the ad network has added verticals for advertisers looking to reel in women viewers. The Los Angeles-based company said it has added 23 new categories, while picking up four Web partners to increase its monthly unique visitors.

Of the 23, the more female-skewed categories are parenting, shopping, and travel, said Andrew Budkofsky, EVP of sales and partnerships for Break Media. Reckitt Benckiser is one of the first advertisers on board, he said, as the CPG giant is running ads for products like Lysol, Woolite, Clearasil, Vanish, and French's.

Budkofsky also stated that a "major credit card brand" was close to buying ads targeting females in the shopping category.

"As our relationships and conversations have progressed in the marketplace, we've had brands that knew us for guys but asked for our help in reaching other verticals," said Budkofsky. "That's when we really focused on expanding the network...So when a client sends us an RFP that says 'moms' or 'female-focused,' we can offer them a list of sites that are more female-focused."

While Break Media doesn't appear to currently have many female-centric sites, the results Reckitt Benckiser's brands see in the coming weeks for that demo may show which ones are more target-rich than others.

Normally, the two-year-old ad network has been offering brands the chance to get in front of 18-to-34-year-old males in verticals such as sports, lifestyle, music, humor, and film/television. Those categories have helped marketers target ads on sites like Break.com, Cage Potato, Holy Taco, and Chickipedia.

In addition, Break Media announced four new additions to its ad network: Justin.TV (live-streaming video), RedOrbit.com (space, science, and technology enthusiasts), Spil Games (online games), and WeGame.com (video games-sharing site). Of them, Justin.TV and its self-reported 30 million unique visitors appears to be the most significant pick-up.

The website additions bring the ad network to 110 monthly unique visitors, according to the company. One year ago, it had 60 million.

Follow Christopher Heine on Twitter at @ChrisClickZ.

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ABOUT THE AUTHOR

Christopher Heine

Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.

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