IAR Bits and Bytes

Report: Family Targeted Ads Rose, Children-Specific Declined

Online advertising by companies targeting families grew 96 percent during the past quarter, while advertising by businesses targeting children declined 56 percent, according to a report released Monday by AdRelevance, a division of Media Metrix.

The report, which analyzed standard 468×60 banner ad campaigns of 183 child and family-focused online advertisers between January 2000 and August 2000, suggests that even though online advertising by businesses targeting families and children grew steadily, advertisers wanting to reach kids online are shifting their focus away from children and on to families.

The report’s authors pointed to recent COPPA legislation as a possible reason for the downswing in children-specific ads.

“It’s safe to say that companies have learned to tread lightly as they seek to target younger generations,” said Charlie Buchwalter, vice president of media research for the AdRelevance division of Media Metrix.

24/7 Media to Handle Earthnoise

Ad network and technology company 24/7 Media today announced it has signed Web video portal and video streamer Earthnoise as an ad serving client.

Through terms of the deal, the company’s 24/7 Connect ad serving product will host and deliver ads for Earthnoise’s consumer Web site, www.earthnoise.com.

“Earthnoise is a rapidly growing company and choosing the right ad serving partner was critical to our success,” said David Steward, chief executive officer of Earthnoise.

“24/7 Connect for Publishers is the best ad serving solution for us because of its capability to handle all media types, including streaming video, broadband and rich media files.”

L90 Serving Three Billion Per Month

Ad network L90 today said its adMonitor serving platform is handling more than 3 billion impressions per month, and more than 100 million per day.

According to its own estimates, L90 reaches more than 45 percent of the Internet audience each month.

“L90’s adMonitor technology differs from our competitors because we concentrated on building an ‘ad serving’ technology, not just a `banner serving’ technology,” said Frank Addante, chief technology officer of L90.

“adMonitor is a perfect combination of speed, functionality and flexibility. We can serve tens of billions of ad transactions per month in any type of advertising form. We are just starting to see the ‘adMonitor advantage’ as many of our Web sites and advertisers are beginning to demand customized ad serving and advanced targeting through our turnkey solution.”

Womensforum.com Expands Partnership Network

Web site network womensforum.com announced that it has taken on four new partner sites: online diary and community site OpenDiary.com; tongue-in-cheek relationship site LovePolice.com, which issues humorous (or serious) ‘citations’ for relationship offenses; personalized messaging service I-Thee-Webb.com, and new- and used bridal attire online classified site Nearlynewbridal.com.

“Our new Partners extend the range of exciting content geared to our female visitors,” said Jodi Turek, womensforum.com’s president. “These latest site additions, like all of those in our network, reflect the business acumen and creative drives of the women and men who’ve worked passionately to create them.”

The network, which is geared toward working women, includes fourteen content and link channels, with subjects including Relationships, Body & Soul and Weddings, and now boasts a total of 106 affiliated sites.

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