Gay Ad Network Redefines Gay Media with Introduction of Gay Audience Targeting
December 12, 2012 (FORT LAUDERDALE) — Gay Ad Network today announced the launch of a data-driven audience targeting service that makes it possible for advertisers to reach gay and lesbian consumers beyond gay media.
“National advertisers seeking to engage gay consumers can now expand their potential audience beyond gay content and search,” said Mark Elderkin, CEO of Gay Ad Network. “By combining our proprietary data with third-party data and the distribution power of demand-side platforms and ad exchanges, we are able to offer national advertisers a more efficient way to reach their ideal gay consumer targets.”
Gay Ad Network’s gay audience targeting service uses demographic, behavioral, purchase intent and social data targeting algorithms to identify audience targets across an array of media outlets ranging from niche LGBT websites to premium mainstream websites and mobile apps. The most relevant ads are delivered to individual consumers based on specific engagement metrics, interests, and behaviors. A select set of national advertisers have been provided with early access to Gay Ad Network’s gay audience targeting service, including Lexus, AT&T and Dining Out For Life International, Hosted by Subaru.
“Lexus is very pleased with the results from Gay Ad Network’s gay audience targeting service,” said Aaron Walton, co-founder of Walton Isaacson, the multicultural agency of record for Lexus. “We measured a positive brand attitude lift of 10.6% for the Lexus GS while the gay-targeted web and mobile ad performance on non-gay media properties exceeded our expectations.”
“AT&T is working with Gay Ad Network to continue our heritage of support and outreach to the LGBT community through a combination of digital advertising and content sponsorships,” said Ashley Sheets, Associate Director of Media – National Consumer Media & Entertainment at AT&T. “Gay Ad Network’s audience targeting service has been instrumental in helping us achieve our goals within the LGBT community.”
Gay Ad Network reaches LGBT consumers through direct relationships with LGBT publishers, Google DoubleClick, Microsoft Ad Exchange, Yahoo! Right Media, YouTube, Facebook Exchange (FBX), and other networks.
About Gay Ad Network
Gay Ad Network is the category leading gay media network, directly reaching 6 million unique users per month across popular LGBT websites – with extended reach through its data-driven audience targeting service. Ranked as the largest gay media property, Gay Ad Network provides online, mobile and video advertising services to global and national brands targeting the gay and lesbian. The company is a gay-owned NGLCC Certified Business Enterprise and a member of the IGLTA.