Mi9 deepens ad targeting across editorial

By By Wenlei Ma | 4 September 2012

Mi9 has rolled out targeted advertising capabilities based on editorial content across Ninemsn, with Reckitt Benckiser the first major advertiser to take part.

The new offering works with the creation of virtual channels which groups together relevant editorial content such as 'housework and cleaning' in the case of Reckitt's Vanish brand. The whole context of every article, blog post or gallery, including sentiment, is taken into account when content is grouped.

Mi9 Media managing director Matt James said: “The next generation of context advertising is here. Advertisers can now choose to target people in real-time as they read content articles on subjects relevant to their brand.

“The more relevant the editorial content, the more open users are to the advertising, and so reaching people when they're focused and in the right mindset is crucial in affecting engagement, recall and ROI for our advertisers.”

Mechanisms are in place to avoid ad placements against relevant stories that may have a conflicting angle. For example, car ads won't appear next to stories about traffic congestion or road safety issues.

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