BET To Create Web-based Advertising Network
By R. Thomas Umstead -- Multichannel News, 1/8/2008 8:11:00 AM
LAS VEGAS -- In an effort to give advertisers broad exposure to African-American Web users, BET Networks Tuesday said it will launch a vertical advertising network featuring 30 premium Web sites targeting African-Americans.
Under the oversight of the BET Digital Media Group, the vertical advertising network will feature sites focused on music, entertainment and lifestyle content relevant to the urban and African-American communities, but BET would not reveal the specific sites.
The new advertising network will not only allow advertisers to easily target African American consumers across relevant and professional websites, but also offer those website publishers within the network increased revenue opportunities by aligning publishers with top quality advertisers trying to reach urban and African-American consumers, according to Denmark West, president of BET Digital Media Group.
According to Jupiter Research, African Americans are likelier to positively respond to online advertising, and are the second largest online minority after Hispanics with 22.7 million users.
“By joining BET’s vertical advertising network, publishers will gain access to high quality branded advertising, with the network allowing them to target campaigns most relevant to their audience,” said Denmark West, President of BET Digital Media Group in a statement. “The BET vertical advertising network offers a compelling solution for sites that have a large scale of premium inventory but don’t necessarily have a sales force to match.”
