Well, sort of. MTV has a announced a new ad network based on “Tribes”, i.e. different subcultures within their audience. It’s a scaled-up version of the Hype Circle network that former Kadisco client Sneakerplay is a part of. They have a very specific look and get great CPMs, even if they don’t do a lot of volume.

What’s interesting is that it’s a move away from automation. The need for relevancy  is so great that you can’t rely on searches and tages; whoever’s managing the network really needs to know the subculture and make judgement calls about what sites (or areas of sites) to include and what ads the audience will respond to. Hype Circle seems to work for advertisers, so there’s definitely potential for this model even if it’s more labor-intensive.

via TechCrunch

This entry was posted on Monday, September 15th, 2008 at 1:38 pm and is filed under Advertising, New Media.