Opportunities on Owned and Operated Network Integrate Brands Where Millions of Consumers Make Food-Related Choices Every Month
SANTA MONICA, Calif. – Demand Media, a leading content and social media company, announced the launch of a specialized offering for brands and advertisers around Food as media buyers lock down their plans for Q4. This new offering gives advertisers the ability to align and integrate their brand message using emerging, highly targeted media with millions of consumers looking for solutions on how best to nourish themselves and their families. The package combines two key properties on the Demand Media network, eHow.com and LIVESTRONG.COM.
“Demand Media’s success in the food category – from content to apps to community – is something that we are just starting to share with marketers and the response has been extremely positive,” said Erika Nardini, senior vice president of sales and market development for Demand Media. “In anticipation of the holiday season and new year, where food-related activity on our network increases, we are bringing these specific packages to market so it is even easier for brands to come onboard.”
The specialized offering provides premium video and contextual integration as well as high-impact display units. In addition, Demand Media leverages its unique community driven food database, which allows advertisers to integrate with recipes as well as target down to the ingredient level, where engaged consumers are making purchasing decisions.
For example, Polaner, the fruit spread brand founded in 1900, worked with Demand Media to place display units – including takeovers – on targeted article pages. In addition, Polaner was able to advertise at the word-specific level in the LIVESTRONG.COM food database. Ads and coupons from Polaner were delivered to consumers searching for terms including Fruit, Fiber, Bread, Jam and Toast.
“Demand Media did a good job thinking about our brand and what connections could be made with LIVESTRONG.com visitors,” said Marvin Schwinder, director of marketing at Polaner. “We connected with consumers interested in a sugar-free option for fruit spread. We reached them and were able to convert them into brand triers.”
On LIVESTRONG.COM, over six million monthly visitors are looking to live a healthier life, of which diet is a necessary part. Approximately one-third have bought health foods or organic foods in the last thirty days. Home to one of the largest online food databases, LIVESTRONG.COM hosts three million members who use its MyPlate application to track their food intake every day. With nearly one million food items and over 200,000 recipes in the database, MyPlate tracks approximately 30 million food items every month.
In addition, nearly five million monthly visitors are browsing eHow Food for information regarding food preparation, shopping, cooking and storage. With more than two million articles and 160,000 videos, including the recently launched “Grow, Cook, Eat” web series, eHow is one of the fastest-growing websites in the U.S. (according to comScore). Advertisers on eHow.com can integrate with recipes, how-to videos, premium episodic video series and step-by-step articles.
To celebrate Advertising Week in New York, Demand Media hosted a Healthy Burrito Truck, which will be traveling to several agencies this week offering free lunches. The recipes for the tasty chicken and vegetarian burritos that the truck will be serving are available at eHow.com, and the related dietary information is available at LIVESTRONG.COM.
For more information about advertising opportunities with Demand Media, please go to http://advertising.demandmedia.com.
About Demand Media
Demand Media is a leading online media company that informs, entertains and connects millions of people every day. Through a portfolio of vertical web properties that reach more than 100 million monthly visitors, a global network of digital partners, and an innovative content studio, Demand Media publishes what the world wants to know and share. Founded in 2006, Demand Media is headquartered in Santa Monica, CA with offices in Bellevue, WA, Austin, TX, New York, NY and London, UK. For more information visit: www.demandmedia.com.
