The Vertical Media 1-2-3

Most if not all internet media professionals would agree we're living in a fragmented online landscape.

From a media and marketing perspective, it becomes more difficult to reach audiences through the same tried and true methods. Your target is a moving one, and now more than ever the relevancy of the content in which your marketing message will be seen really matters.

Buying vertical online media works, since you figure to reach smaller niche audiences of users who are passionate about a certain topic. This is the foundation of vertical ad networks, Google's content network and endemic publishers. They help marketers reach targeted consumers who are more likely to buy their products because of the content they deliver and the way in which they deliver it.

In the home & garden vertical, we have been testing a combination of contextual targeting, custom integration and supporting media as part of our campaigns for clients. Our thinking is that if we can help our marketers surround our targeted and passionate users at the right place (on our network sites) and at the right time (when they review relevant content), we'll have a winning formula.

We execute this in a rather simple way- we call it the Vertical Media 123:

1. Supporting Media: Deliver supporting banner media across sites whose combination of audience demographics and content fit our client's needs.
2. Custom Integration: Create custom branded pages to deliver branded content on the same sites where our client and editorial staff deliver product information, video, and ideas that our users find interesting.
3. Contextual Targeting: Target our client's impressions into contextually relevant categories where our users are actively looking for content about products in which our clients make and sell.

The results are incredible. For run-of-network or run-of-site campaigns, we already know our sites perform in the top echelon of campaigns because of our vertical niche. When we add in custom branded elements and contextual/category targeting, we see response rates from banners increase 50-300% in the targeted sections versus ROS/RON in the same vertical. Think about that: 50%-3X performance lift over already very targeted media buys.

We don't think it's enough for media companies to offer endemic brands a regular run-of-the-mill endemic media program. The fact is, they can get somewhat targeted inventory from any and all of the many publishers, portals and networks that exist. Without a real plan to deliver targeted results, you get lumped into a banner pricing game in which there are few winners.

Media needs to work harder. That's what the Vertical Media 1-2-3 does, delivering great results in a creative way in a niche market. We like it and think more and more of our agency and client partners will as well- what are your thoughts?

Announcing Haven Home Media- Getting Vertical in Home & Garden

It's been quite some time between blog posts, so I figured this one should have some exciting news. I'm thrilled to announce the formation of Haven Home Media LLC, an internet company focused on the home and garden online marketplace.

After a few rewarding years full of learning, fun and great people at Scripps Networks, I'm venturing back into the world of no pay checks, expense budgets or healthcare coverage. Why launch a new home category media company in a declining economy and in the midst of the worst housing meltdown in history you ask?

When you have a passion and belief in your idea, economic and market conditions become rather fleeting. Frankly, I think the market is poised to receive new media thinking, the ability to reach new audiences in unique ways, and to embrace ideas that make strategic sense. I'm confident we have all of those components with Haven Home.

Our market position is not brain surgery (especially since I came up with it!). We've identified a need in the home and garden market to deliver loyal, engaged audiences from small-to-medium sized independent websites to national brand marketers. It's a classic mid-to-long tail of the Internet strategy. Nothing earth-shattering here. Robert Tas and his team at Sportgenic in the sports/athletic category, Greg Shove and Halogen Guides in the Luxury segment, Jumpstart in automotive, TAN in travel, etc are all excellent examples.

The key is in our approach and execution; we feel like our marketing portfolio is best of breed in home and garden. Since we work with nationally syndicated home improvement television shows, we can leverage their video expertise to deliver custom video with product integration for clients both online and in television. Partnerships with lead generation experts, video syndication firms, and audience targeting vendors allow Haven Home to offer one-stop-shopping for marketers in this category.

We're passionate about home and garden media, and look forward to developing long and close relationships with our expert site publishers. They keep cranking out great content, and marketers win because they reach loyal, engaged audiences who are "in-market" and planning home projects. Since we continue to grow our alliance of sites and our audience size, we can offer more and more vertical reach deep into the consumers that make the most sense for their products. Speaking of product targeting, we plan to develop contextual targeting capabilities soon to further increase our clients' efficiency.

Simply put, we believe media needs to work harder and smarter in home and garden. That's our goal at Haven Home Media.

Take a minute to review the first of many releases announcing exciting partnerships here: http://www.prlog.org/10166189-leading-construction-and-remodeling-media-company-partners-with-haven-home-media.html

As always, I look forward to your comments.

Best,
Dan