John Battelle posted something yesterday that I think is somewhat short sighted. He writes that vertical ad networks do not provide a solution for branded advertisers and are just a slightly more targeted version of the horizontal model.
I disagree.
Vertical Networks can help brands connect better with users. Our audience does not visit the sites in our network by accident. They make a choice to seek out and engage with the content. We aggregate these audiences and offer brands the ability to connect via multiple media products. As an example, we can create programs around a specific audience, such as “active women”, for a brand like Advil. The program we create will provide numerous high impact opportunities to help Advil tap into the passion of this valuable target audience.
Yes, there are a lot of ad networks who work with only DR clients, but most verticals like Sportgenic, Jumpstart or Halogen Guides, offer intimate knowledge to help brands be more relevant and effective.
IMO - The Ironman brand represents a successful vertical network marketing model. Over the past 10 years, more and more consumer product companies are using the Ironman logo and Ironman events to promote their products. Body Fat scales, backpacks, running shoes, apparel, coffee and more. The Ironman machine seems to grow daily as a result of successful vertical network marketing. Curacao 2009!
Posted by: Andrew Kennedy | November 10, 2008 at 01:53 PM