Name of targeting product:
MediaSpan Network
What types of local properties do you work with, and in what size markets?
MediaSpan works with local radio stations, newspapers, television stations and alternative newsweeklies in nearly 300 U.S. markets. MediaSpan has partners in market one, market 201 and everything in between. MediaSpan has more than 100 properties in the top 25 U.S. markets, and more than 200 in the top 50 U.S. markets.
What types of targeting can you do beyond geo?
MediaSpan not only delivers a local audience, it delivers the exact audience an advertiser demands through additional layers of targeting, including targeting by:
- Character ClusterTM : Because MediaSpan works with multiple types of media in a market, campaigns can be targeted to specific local affinity groups that frequent similar types of local media sites. For example, video game advertisers can reach 18- to 35-year-old gamers through our "Alternative Nation" cluster of the top modern rock radio and alternative newsweekly websites in a market. MediaSpan has about a dozen pre-formatted clusters, and advertisers can also create their own on the fly.
- Daypart: Ads can be delivered during peak surfing times appropriate per specific types of advertisers-- fast food during lunch, full service restaurants at 5 p.m., et cetera.
- Context/Content: Ads can be delivered to specific sections of the local media site, such as weather, autos, et cetera.
What types of special advertising products or campaigns can you produce for advertisers?
MediaSpan can do everything from integrated content sponsorships to full-fledged syndicated advertorial programs. Currently MediaSpan is promoting its exclusive series of Fan Frenzy sports contests, which allow advertisers to brand College Hoops Tourney, Pro Football, Auto Racing and College Bowl online sports pick challenges that are distributed in more than 100 markets and include nearly 200,000 players.
What types of ad units do you sell?
MediaSpan sells all standard IAB ad units, as well as most rich media formats, audio streams, pre-roll video and email sponsorships.
What benefits can you deliver the properties you work with?
MediaSpan delivers its 1,200 local media partners access to new, national revenue that they have never been able to tap before. Right now, more than 70 percent of online ad revenue is generated by only 10 properties. Local online media sites need to get above the radar with national advertisers or be overshadowed by the "big guys." MediaSpan's goal is to elevate its local media partners to a national marketing audience. Additionally, the financial benefits of being a MediaSpan local partner are more than one-dimensional-- it is a two-way relationship. MediaSpan is the only network to actually pay our affiliate partners commissions for referring deals to MediaSpan.
What types of advertisers do you work with?
Our drive is to help national advertisers reach a local target audience with specific geo-based messages or offers. Just a few of the segments that MediaSpan has been able to help in this respect have been local recruitment, travel (airline/car rental), financial services (local banking), media services (cable/broadband), consumer packaged goods, (regional product roll-outs) and quick-service restaurants. Basically, national brands that tailor messages and deliver their products to local markets.
How do advertisers know where their ads are showing up?
Every one of its local sites is a leading local media property that has a premium reputation (and in some cases an FCC license) to nurture and protect online. MediaSpan is totally transparent-- there are no "mystery sites," and no questionable content. Furthermore every RFP and delivery report that MediaSpan generates designates the sites where an advertiser's campaign will run and when. Advertisers have total flexibility before and during a campaign to include or exclude any of our 1,200 local affiliate partner websites. The advertiser has a clear picture of exactly where their ads are showing up.
How can you slice up your network?
MediaSpan can deliver advertiser messages to a single locality, DMA, state or region. Additionally, through our exclusive Character Clusters, MediaSpan can specify different types of media that appeal to different demos in each market. Urban radio stations in the southeast, news television stations in the northwest, et cetera. One ad buy, one thousand options.
How does MediaSpan differ from competitors?
(Answers provided by Mark S. Zagorski, MediaSpan's chief marketing officer)
- MediaSpan is the only local multimedia network. MediaSpan works with local radio, newspaper, television and alternative newsweekly sites. By doing so, MediaSpan provides advertisers with more flexibility in their targeting and delivery than "single media" local networks.
- Multimedia also applies to the ad types MediaSpan supports. MediaSpan can deliver advertisers display ads, pre-roll video, audio streams and email sponsorships.
- MediaSpan provides multiple types of relationship models for our affiliate partners that can meet the needs of any size market. From guaranteed revenue models to variable rep relationships, our flexibility has allowed MediaSpan to grow more rapidly than any local network.
- MediaSpan is non-exclusive with our local partners.
- MediaSpan is the only local network to provide commissions to our affiliate partners for referring business to us, thereby allowing affiliates to "double dip" to generate even more revenue.