Grocery Buyers make Travel Plans
April 30, 2009 by Benjamin Christie · 1 Comment
In households all over America, the Main Grocery Buyer makes a range of decisions in the grocery store from what foods to purchase through to dish washing detergent.
But apart from that, the Main Grocery Buyer also makes decisions about where the family should go on vacation. Researching and booking a holiday can be a very time consuming process and competes with other work and household activities.
As such, it’s fair to say that the Main Grocery Buyer;
- Determines household travel budget
- Has available time to explore and look into destinations
- Uses the internet to research travel destinations
- Visits travel agents for destination information
- Influences travel decisions
- Makes the travel reservations
So reaching the Main Grocery Buyer is essential for Tourism Bodies, Airlines, Hotels, Resorts, Car rental companies and other travel related companies to connect with. By engaging with consumers while they are researching recipes and developing their supermarket shopping list offers a significant and unique opportunity to capture the attention of the Main Grocery Buyer. While in the Mall shopping they are likely to visit a travel agent.
If you market or advertise a travel product or destination and wish to reduce your CPM rates and expand your reach outside of the usual travel space, then download a media kit or request a proposal from us.
Adify Rolls Out Centralized Ad Network
April 29, 2009 by Benjamin Christie · Leave a Comment
For a little over a year, vertical ad network platform Adify has operated a centralized sales team to broker inventory for those of its network customers who want the service. Now the company is formalizing its ad network offering with the creation of a unit, called Adify Media, that will offer a menu of individual site placements bundled with online properties owned by its parent company, Cox Enterprises.
The combined reach of the ad network will approach 90 million uniques, approximately 17 million of which will be attributable to Cox’s own sites, according to ComScore.
Adify Media prides itself on its dedication to transparency for both buyer and seller. None of its inventory is offered on a blind basis, and its network partners — whom it calls network builders — are free to opt out of individual campaigns or the network as a whole. When its six regional ad sellers are dealing with a client, Adify does not mention the names of individual networks using its platform, so as to avoid channel conflict, focusing instead on the properties themselves.
For advertisers, Adify emphasizes highly customized ad packages and site-by-site deliverability reporting. Its reporting data can be viewed by ad space, line item, creative execution or ad size.
“I don’t think there’s another aggregator that offers anywhere near that level of pipeline visibility, handholding consulting, and the ability to opt in or out at granular levels,” said Joelle Gropper Kauffman, Adify’s SVP of marketing and corporate partnerships. “For us it’s all about people staying in control of their assets and their inventory.”
Adify Media is offering a degree of creative variation in its menu of ad formats. According to Gropper Kauffman, Adify is the primary ad server for many sites offered by its media team. Therefore, she noted, “we can do things you just don’t do with a network.” For instance, she said available formats could include expandable ads, sponsorships, roadblocks, and interstitial video. Standard targeting options will include geographic, behavioral, and browser-based delivery.
Key to Adify Media’s pitch is the supposition that mid-tail publishers of the sort that define its network have more engaged audiences than do major portals and ad networks. Its 160 network partners cover topic areas such as politics (Politico Network), lifestyle (Martha’s Circle), and food (Gourmet Ads).
Adify employs sales reps in New York City, Chicago, San Francisco, and Los Angeles. Its team, led by general manager Rodney Mayers, has already sold campaigns to Best Western Hotels, Febreze, HP, and Microsoft, among others.
Source ; www.clickz.com/3633568
By Zachary Rodgers, ClickZ, Apr 28, 2009
Comscore & Vertical Ad Networks
April 29, 2009 by Benjamin Christie · Leave a Comment
This week comScore in the US released a press release on the Rapid Emergence of Vertical Ad Networks Reaching Engaged, Targeted Audiences. The study discusses how vertical advertising networks such as Gourmet Ads (through Adify Media) has substantially in the past year, from 21.5 percent of the total U.S. Internet audience in March 2008 to
57.1 percent in March 2009.
“comScore research indicates that vertical ad networks are a growing phenomenon in the online advertising space, in part because of their ability to deliver engaged, targeted audiences,” said Lesle Litton, VP, Media at comScore. “As more vertical ad networks prove their ability to effectively reach specific target audiences by aggregating mid-tail publisher sites, the industry will likely give greater consideration to these emerging ad delivery channels.”
Probably the biggest key finding the study for us was the confirmation that vertical ad networks were effective in reaching people with significantly higher than average engagement in their respective content categories. We’ve seen this internally through campaign metrics and reports, that when advertising campaigns are closely aligned with the content of the Gourmet Ads network the engagement rates are far higher than when not closely related.
One reason for continued engagement rates is that we editorially select sites for quality content and work closely with our partner sites in terms of above the fold, providing the ultimate environment to run an advertising campaign. Gourmet Ads continues to build our unique audience, which is largely duplicated and from this week’s release by comScore we’re on the right track.
If you’d like to learn more about Gourmet Ads, download a copy of our media kit or request a proposal for your next campaign.
To read the full release by comScore visit www.comscore.com/press/release.asp?press=2790
Adtech San Francisco
April 17, 2009 by Benjamin Christie · Leave a Comment
Gourmet Ads Founder, Benjamin Christie will be attending Adtech in San Francisco from the April 21-23, 2009.
For those that don’t know Adtech is an interactive marketing conference and exhibition that delivers an up-close and informative look at the world of digital media and advertising. Adtech San Francisco will be held at the Moscone Center West.
For those on Twitter, Follow Gourmet Ads for updates throughout Adtech San Francisco. To follow everything thats happening at Adtech use #adtechsf
If you’re attending Adtech San Francisco and would like to organise a time to meet with Benjamin, then contact us to set a meeting time.
Increasing iPhone Application Installs
April 14, 2009 by Benjamin Christie · Leave a Comment
The iPhone application, iFood Assistant by Kraft Foods as certainly sparked food companies and advertising agencies all over the world to look at how they can develop similar applications for their brand. There is no doubt that Kraft’s first mover advantage with iFood has helped fuel millions of installations and millions in revenues for the food giant. On the wine side of things, there seems to be a wine application being released every week on the iPhone.
Technically speaking the iPhone developer platform allows companies to do most things they would want to pack into an iPhone application. However the challenge these days isn’t what to develop, the challenge is how do you attain the viral effect around your iPhone application when you don’t have first mover advantage?
The key to generating the desired viral effect is to advertise your iPhone application to your target audience. For example if your iPhone application is about recipes or even cocktail recipes, then Gourmet Ads can provide the perfect environment to reach possible consumers.
Reaching into the Gourmet Ads food and wind vertical networks you can quickly and cost effectively tell your target market about your application and start having consumers install the application. Once you’ve planted the seed, installations follow. Given the power of rich media, you could easily demonstrate the features of your iPhone application or even provide a short video commercial about it. The advertising could then drive consumers to a micro site which offers more information and a link to the iTunes store for installation on consumer’s iPhone.
Finally, as a value to booking the advertising campaign with Gourmet Ads we could provide via email the opportunity to give free installations of the iPhone application to our website owners and bloggers allowing them to blog about your iPhone application to their audience.
So if you’re seeking to increase installations of your iPhone applications to consumers, then download a copy of the Gourmet Ads Media Kit or Request a Digital Marketing Plan for consideration.
Wine Sites Wanted
April 13, 2009 by Benjamin Christie · Leave a Comment
Right around the world, wine companies both big and small are using the internet not only to drive new customers to order online, but they are using the web as a platform to promote visiting their winery as a destination. With so much competition both on line and at liquor stores, wine companies need to undertake an equal balance of brand and direct response marketing online in order to maintain market share.
Wineries currently advertising with Gourmet Ads prefer to advertise their everyday drinking wines through our Food Advertising Vertical and advertise their premium wines (vintage or reserve ideal for cellaring) on sites specifically about wine. There is usually a massive demographic difference between the everyday drinking wine customers and the premium customers.
Apart from wine companies we also regularly accept advertising from a range of wine related companies which sell items such as like glassware, bottle openers, wine fridges and wine book publishers all interested in gaining new customers online.
As such Gourmet Ads is keen to expand our wine advertising network and are looking for site which has quality wine content. Ideally you’ll be producing your own content on a regular basis and have a real opinion about your thoughts on wine. So what kind of sites are we looking for?
- Wine Portals
- Wine Review Sites
- Wine Blogs
- How to Cellar Wines
- Wine and Tourism related sites
- Regional Wine Sites
- Video Wine Reviews
Or any other wine related website, blog or video site as long as it’s about wine, we’d like you to apply to join our wine advertising network.
