AD NETWORKS: IN FOCUS
Published: January 23, 2006
Ad Networks Crib Sheet
 
(ClickDiario)

What are your monthly impressions?
Over 1 billion.

How many unique visitors are there within your network in a given month?45 million per month.

How many sites are in your network?
1,000.

What kind of targeting do you provide? How is this targeting achieved?
Our ad-serving technology allows us to target by Geography, IP, Site, Channel, Daypart. For email we can also do Geography (Country, City, State, ZIP) and demography, gender, age, interest, et cetera.

Do you accept all forms of rich media? How about video?
Yes we can do rich media and video layers.

What is a distinguishing feature of your network? Do you cater to a particular kind of audience or site?
Our strategy is serve the Spanish-language market by growing our network with content rich vertical sites, rather than compete in the overly cluttered portal and horizontal sites of the general market. As such, we have invested heavily in popular Spanish-language URLs and sites like Deportes.com, Mujer.com, Salud.com. This has been very successful strategy as demonstrated by our growth in reach and distribution: we delivered more than 1 billion impressions in the month of November, 2005 and generated over 10 million clicks for our clients in the same month.

We are also distinguished by the fact that we offer unique, out-of-the-box marketing opportunities, such as exclusive partnerships and integrated content. As we own and operate some of the most popular Spanish-language sites, we have greater control and flexibility of our product offering. For instance, we offer a wide variety of solutions from CPM branding campaigns, performance marketing, to content distribution.

Lastly, we are unique in that we have offices in Mexico, Guatemala, Argentina, Spain and Miami enabling us to provide a high quality of local service and knowledge to our advertiser and publisher partners in the major countries that we serve.

Is there anything else you'd like to say about the network or about the online advertising industry in general (prognosis, needs for change, et cetera)?
We are very optimistic about the prospects of the Spanish-language market. There are over 80 million Spanish-language internet users worldwide; however, the market has yet to begin its real potential. Unlike the online market in the U.S. that significantly rebounded after the bubble, the Hispanic markets outside of the U.S. have not followed suit as quickly. There is usually a one-to-two year lag time behind the U.S. As such, we anticipate and are already seeing significant new internet and ad dollars starting to move in the direction of the internet. We believe that we are well-positioned to be one of the prime beneficiaries of this positive trend.

What is your website?
http://www.clickdiario.com/

Next: DRIVEpm


Jim Meskauskas has spent the last ten years working in media at advertising agencies, handling both online and traditional media accounts that ranged from Nestlé Beverage to Amazon.com to Schering-Plough. Most recently he was partner and Chief Strategic Officer with Underscore Marketing. He is also a principal and Vice President of Media with Pericles Consulting, an online political marketing agency, whose clients have included the Bush-Cheney 04 re-election campaign and the National Republican Senatorial Committee. Jim is iMedia Connection's Media Strategies Editor.
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