More News24/7 Media, L90 Launch Niche Marketing Tools

24/7 Media, L90 Launch Niche Marketing Tools

Two online ad networks are adding products that appeal to smaller Web publishers and marketers.

Two online ad networks Tuesday unveiled new products aimed at smaller Web publishers and marketers.

Los Angeles-based L90 Tuesday rolled out its L90 Search product, which basically allows publishers to set up a private-label search engine on their site. L90 provides the tools and actually hosts the service for its publishers, who can then offer advertisers keyword-targeted ad inventory.

Furthermore, publishers using L90 Search can also link into the company’s Search Network. In a network configuration, L90 aggregates the keyword-targeted ads across all the sites using L90 Search.

The upshot is that surfers receive ads attached to keywords not necessarily sold by the site using the search engine — boosting exposure for advertisers and revenue for the publishers on whose sites the ads appear.

“For smaller to mid-level sites, the L90 Search Network generates a larger volume of keywords which is necessary to attract the larger marketing dollars,” said L90 president and chief executive John Bohan. “The power of a network provides sites of all sizes with a tremendous targeted keyword inventory to work with.”

“L90 Search makes sense for Web publishers, as they add a useful function to the Web site and multiple revenue streams, while marketers can target their most valuable audiences with product information,” he added.

Meanwhile, New York-based 24/7 Media is offering a new product that also appeals to a smaller audience. Its Grouped Promotional Solution Sweepstakes enables marketers to share the cost of a large grand prize with other companies, while running separate branded sweepstakes.

In other words, marketers can tap into the drawing power of a large incentive while splitting prize and operational costs with other Web marketers — useful for smaller companies interested in collecting opt-in information, but that might not be able to afford prize payout, even on an annuitized basis.

Each participating company receives its own branded registration page and retains its captured opt-in information, 24/7 Media said.

“24/7 Media’s strength lies in its ability to offer advertisers interactive marketing capabilities that help attract, retain and grow customer relationships,” said Bryan Heathman, president of 24/7 Media’s promotions division.

The company Tuesday also unveiled a new Web-banner “Scratch ‘N’ Win” game, similar to ads designed by and running on MSN. The Java-based “Scratch ‘N’ Win” product enables advertisers to offer an instant-win game, in which users mouse over an image to reveal that either the user has won a promotion, discount, or special offer, or ad.

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