Sophisticated platform enables branding in multimedia to the most powerful audience online, so niche publishers can attract rich media ads from top marketers.
NEW YORK, NY – Martini Media (www.martinimediainc.com), the platform for reaching people who buy, spend and share the most online, is bringing premium brand advertising to niche media in a systemic way for the first time. Beginning this month, Martini will introduce a number of multimedia advertising programs–starting with the threefold Portrait introduced by the Interactive Advertising Bureau (IAB, www.iab.net)–that allow premier advertisers to do storytelling at scale within the most engaging environments that were previously inefficient to activate. The new Martini programs bring publishers top advertisers at the premium value multimedia units create. MINI, Victoria’s Secret and VISA lead the list of charter advertisers.
“We’re expanding the rich media marketplace,” said Bill Rowley, SVP/Business Development and Publishing at Martini Media. “Now elite, niche publishers can attract the premier advertisers that have been the province of portals. And premier advertisers can make specialty environments a mainstay in brand campaigns. Without our new programs at scale, this could not happen.”
Martini will act as a service partner, eliminating technology obstacles to making niche business and lifestyle publishers a consistent showcase for brand ads. That’s increasingly important as advertisers seek more affluent consumers that still buy more in a shaky economy. The $100K+ consumers buy twice as often as the general public and spend three times as much on each purchase, whether that’s household goods or travel (Ipsos Mendelsohn 2011). What’s more, they spend the most time online, and they prioritize the specialty media that serve their passions, from wine to tennis to investing (“Beyond Influence,” Added Value 2011).
As a first step, Martini is bringing the IAB Portrait unit to long-tail sites and offering advertisers a chance for more than 100 million page views. That’s the largest audience an advertiser can reach through one source with the IAB Portrait, which combines a banner, video, text and social media feeds in one oversized ad. It is also a largely unduplicated resource; most Martini sites have not run interactive ads before.
“In an effort to deliver the most meaningful and engaging ad experiences to our affluent audience, Investopedia consistently seeks to partner with forward-thinking advertising partners,” said Adam Smith, marketing manager at Investopedia (www.investopedia.com). “It is in this spirit that we partnered with Martini Media to provide exposure for their extensive portfolio of luxury brand clients via the Portrait IAB Rising Star unit, allowing us to deliver maximum brand impact to our highly engaged audience.”
For publishers and advertisers alike, the value is higher return on engagement. “The IAB Portrait has already proven itself as a true ‘star,’ with engagement rates averaging 7 percent and regularly climbing into the double digits in certain categories,” said David Doty, Senior Vice President and CMO, IAB. “We expect to see equally promising results from Martini Media’s use of the Portrait.”
The new Martini programs represent a reinvigoration of mass marketing. For the first time, brand advertisers can predictably market from the inside out, reaching people with money and influence at scale in their preferred environments and letting them expand a brand online.
“By bringing valuable, interactive content to the people with the most money and influence, brands can activate a chain of recommendation that only consumers can create,” said Rowley “That’s a new way to achieve efficient critical mass.”
About Martini Media
Martini Media is the platform for engaging people with the most influence and money online. Martini allows advertisers to build campaigns influence-first by scaling niche sites—the places these people prioritize because they cater to passions—into an audience of more than 120 million. Martini provides a publisher network of 1,000 sites in lifestyle and business with revenue support encompassing Web, video, mobile, email, social and data. For more than 270 premium-advertising clients, Martini combines proprietary audience targeting and tracking with full-service marketing support. Martini Media was founded in 2008, funded by Venrock, Reed Elsevier Ventures and Granite Ventures, along with a number of prominent angel investors. For more information, see www.martinimediainc.com.
