NEWS
February 05, 2007
Collective's New Site & Brand Message
As more and more ad networks arrive in the industry with each passing week, any efforts to make differentiation easier should be welcomed with both interest and relief.
Today, online ad network Collective Media has relaunched its website, www.collective-media.com, in order to clarify its audience-quality brand message among agencies, advertisers and publishers. In Collective's case, the message is that ad networks are viable media for brand marketing, not only the direct response marketing that many advertisers commonly associate with ad networks.
Although the company's website has changed, it's business plan remains the same: "We're not trying to re-invent the ad network, just elevate the standards across the board, starting with the highest quality in ad inventory and best-of-breed audience targeting and optimization technology," says Joe Apprendi, Collective Media's chief executive officer.
Apprendi's career has taken him full circle, from early engagement with the ad networks space at 24/7 Real Media, to rich media at Eyeblaster and as a member of the Klipmart board, to ad serving as the CEO of Falk North America, and now back to ad networks with Collective Media.
"Joe brings a unique perspective to the business, having been an early entrant in the ad network space back in 1995," says Bob Carrigan, president of IDG. "Collective understands that unsold ad inventory is not a commodity, and its value is not derived based of direct response metrics alone. This 'audience-centric' approach unlocks greater value for all stakeholders, especially leading publisher and advertiser brands."
Reaching 55 million unique users monthly, Collective Media draws its inventory from many brand-name sources, including a large collection of online news sites, such as The Associated Press, Gannett, Tribune, Belo Interactive, Hearst Newspapers, and NBC Universal.
The network has partnered with DoubleClick for ad serving and Entrieva for audience targeting. Its focus is the trifecta of inventory transparency, audience targeting and ad optimization so important to brand advertisers.
Today, online ad network Collective Media has relaunched its website, www.collective-media.com, in order to clarify its audience-quality brand message among agencies, advertisers and publishers. In Collective's case, the message is that ad networks are viable media for brand marketing, not only the direct response marketing that many advertisers commonly associate with ad networks.
Although the company's website has changed, it's business plan remains the same: "We're not trying to re-invent the ad network, just elevate the standards across the board, starting with the highest quality in ad inventory and best-of-breed audience targeting and optimization technology," says Joe Apprendi, Collective Media's chief executive officer.
Apprendi's career has taken him full circle, from early engagement with the ad networks space at 24/7 Real Media, to rich media at Eyeblaster and as a member of the Klipmart board, to ad serving as the CEO of Falk North America, and now back to ad networks with Collective Media.
"Joe brings a unique perspective to the business, having been an early entrant in the ad network space back in 1995," says Bob Carrigan, president of IDG. "Collective understands that unsold ad inventory is not a commodity, and its value is not derived based of direct response metrics alone. This 'audience-centric' approach unlocks greater value for all stakeholders, especially leading publisher and advertiser brands."
Reaching 55 million unique users monthly, Collective Media draws its inventory from many brand-name sources, including a large collection of online news sites, such as The Associated Press, Gannett, Tribune, Belo Interactive, Hearst Newspapers, and NBC Universal.
The network has partnered with DoubleClick for ad serving and Entrieva for audience targeting. Its focus is the trifecta of inventory transparency, audience targeting and ad optimization so important to brand advertisers.