The elusive male is getting harder to find in today’s modern media environment. Facebook seems to be filled with a massive network of household executives, LinkedIn’s well… boring and do men actually appointment view anything on the telly other than a footy match at the local? Online media in New Zealand seems to be predominantly skewed (at about 60%) toward women, who are spending more time online, consuming more content (check out this recent post) and filling out more of Nielsen’s surveys.
As we all know – there are some easy ways to attract more men to your site. Like the following pic for example:
But if it’s the thinking man you’re after, or you’re not so comfortable with how much impact you’re brand will have along side Rachel here, then we’ve got some hand-picked sites for you.
The Adhub Male channel is comprised of some of the best male skewed sites in the market. Our hero brand – getFrank.co.nz has one of the highest skews of men as a percentage of audience in NZ. The content is fresh and aspirational and squarly targeted at men 18 – 35. This content and audience of the male channel is nicely rounded with other high calibre brands in the stable – such as BBC.com/Sport – the 4th ranked sports site for NZ Visitors* and Newstalk ZB, a classic NZ brand that also has a male skew.
The channel has a total pool of 164,109 unique browsers** and lots of rich, predominantly male, content ranging from interviews and opinion from thought leaders such as Kevin Roberts, to award winning internet journalists like Matt Slater.
As with all the sites on our network, there are lots of opportunities to integrate content and be a part of the conversation, like our most recent example in this post.
Please get in touch if you’d like to know more or look at specific audience duplication for any of these sites.
This quick pic gives you an easy reference for the sites in our channels and you can take a look at stats and performance in more detail here.
*Nielsen Netratings Market Intelligence
**Figures represent total audience pool from which there will be some duplication
MG. November 21st, 2009 at 12:14 pm.
You have overlooked the obvious. All Trade Me spots are gender targeted. In the case of Trade Me Motors (New Zealand’s second largest site on PIs), 71% of all traffic is male. TM Motors did around 62,770,000 page impressions and 593,000 UBs in the w/c 9/11/09.
Josh Borthwick. November 22nd, 2009 at 10:14 am.
Hmmm – good points MG, but TM’s motoring section isn’t really a channel is it – as in a mix of programming with a common theme or target audience? It’s simply a functional place that allows a bunch of people to flog their cars, which might be great if you want to sell something motoring related (providing you have enough cash to buy all those extra wasted impressions ;)…
I think context is an important part of the mix if you want to promote something broader than that to a particular demographic, particularly when you’re building brands.
MG. November 22nd, 2009 at 10:37 am.
The campaigns results – both click and recall (when the latter are shared with us)from the three major advertising positions on Trade Me Motors suggest that our viewers are very interested in advertising. We get consistent eCPC results of well under a dollar for one huge brand advertiser.
Channel = new cars, used cars, bikes, marine, parts. Definitely is a channel.
I’m not sure that your context argument stacks up either. You’re absolutely right that the site is perfect for motoring clients – but the site also does a fine job of promoting fast food, insurance, retirement savings, etc.
My initial point was simply that you have overlooked other sites in your calculation of the largest male channel. Trade Me (multi-category auction & new goods) and Trade Me Property (rentals, houses, retirement, lifestyle, commercial) are two other channels with gender-targeted advertising that have more males than your channel.
An advertiser who wants to target males can do so by smart buying on sites with gender targeting. That means no wasted impressions!
Josh Borthwick. November 22nd, 2009 at 10:56 am.
eCPC sounds like performance stats rather than brand metrics and intent to purchase or engagement would be great ones to add into the mix along with recall.
Would this “huge” brand advertiser be a finance company or the like by chance? It’d be great to see some of these stats – otherwise… just sounds like a bunch of car sales to me :)