Platform Nine launches major push into the long tail
24 August, 2007
Platform Nine, ninemsn’s fast-growing web advertising syndication network, has moved to gain a larger stake in the long tail market, launching a new product called Platform Nine DR that is expected to increase revenue by more than 20% in the next financial year.
Platform Nine DR is a performance-based advertising solution that allows advertisers to reach its 150-site network with 250 sites anticipated to participate by the end of 2007.
Platform Nine launched in 2006 delivering video-based advertising across its network. The launch of DR Network will expand the advertising formats that advertisers can use to access niche online audiences.
"Platform Nine DR will give publishers incremental revenue at no cost and provides our advertisers access to a wide range of niche audiences through one single point of contact," said Platform Nine general manager Dean Capobianco.
Platform Nine has appointed 24/7 Real Media to supply the ad serving solution for the new DR Network product.
"24/7 Real Media’s Open AdStream® product offers us an alternative solution with integrated analytics and behavioural targeting functions that best suits our model," said Dean.
Added 24/7 Real Media managing director Robbie Hills: "Platform Nine needed a complementary advertising management system and we are thrilled to be working with them in this exciting stage of growth."
Highlighting the solid growth in the long tail market, Platform Nine has expanded from its start-up position a year ago with three employees, to nine staff today. The network reaches more than 3.1 million unique browsers across Australia every week,* which makes it the 10th largest media network in Australia.
*MediaOneNetwork – Australia Programs Week 23 2007.