At times lewd, geeky, disgusting, and most of the time funny, Break.com has managed to pull in an audience of 18 million unique visitors that stay an average of 7.5 minutes each session, says the company. (Comscore says 3.9 million uniques in the U.S.). They’ve also recently launched three new properties hoping to do the same: Cage Potato (covers ultimate fighting news), Chickipedia (chick wiki), Holy Taco (comedy site). Since launching last week Chickipedia is doing 150K uniques. Holy Taco is expected to hit 1 million uniques this month.
So naturally they’ve been selling their fair share of advertising inventory targeting the 18-34 demographic. Break.com and it sales team of 15 have now decided to sell inventory for other similar sites as well as part of their own “Break Men’s Ad Network”. To start, the Network will be selling advertising across their own sites and those of 12 sites focusing on gaming, finance, comedy and sports, each with at least 150,000 visitors per month. Combined the sites are expected to bring in 35 million uniques and 800 million impressions globally, and 25 million uniques and 620 million impressions domestically. Break will be continuing to add more sites targeted at men to the network.
The move bundles a great deal of inventory that smaller publishers couldn’t sell as effectively on their own. Ads will come in a variety of formats and served through Panache, Adify, and DoubleClick. While rates always differ from publisher to publisher, CEO Keith Richman expects rates to fall between $10-$30 eCPMs.
Just another one in the race.I’m just sick of all these small players plunging in the giant sea! I tried all of them!
http://technoq.blogspot.com
How many of them after all?
My blog is sick of them all!
http://mp3nation.blogspot.com
$10-$30 eCPM? Are you kidding me? That cannot be correct.
$10 - $30 - LOL - Break would be lucky to get $.10 - $.30 for that kind of inventory - maybe they sell a few video ads at $10?
I believe eCPM between $1-$5 is something that can be easily expected…
A $30 CPM is really not that unbelieveable if you want to target that market (18-34 males). If you have a good campaign and good conversions, a $30 CPM might be relatively cheap if you’re seeing the ROI.
Very interesting. It is a highly wanted audience only thing will hinder is over quality..
Wonder how the recession will affect varying demographic ad rates.
The break.com site is certainly sticky. Perhaps too sticky. Requiring that the advertisers product and content needs to be on par with breaks if they want any chance of conversion. Meaning advertisers will NEED VIDEO to be effective. What good is traffic at $10/$30 CPM when nothing sells. If you require a interactive video platform/content, contact me.
I love this site.
Yeah so umm… 800m impressions times $30 eCPM is about 24 million dollars a month in ad revenue.
I kind of doubt it.
I will expect something in the neighborhood of $1-$5 so that small business can benefit.
Just my $0.02
It’s not unheard of to see CPMs at that rate for some highly targeted properties. However, I’d be hesitant to do a back of envelope calculation quite yet.
wouldnt mind hearing more about this concept
check out http://www.yupnup.com
I am also interested (:
Speaking from a website operator in this niche, I would say ActiveJob’s reply is around the correct CPM ($1-$5)
Also I am one of the “other” 12 properties break will be representing initially, and these numbers are ball park correct. Needless to say this brings some excitement after reading!
In a couple of niche we can get £40 CPM but there is only small quantity to buy and sell and the average is much lower of course
Break.com’s launch of the Break Men’s Ad Network is a perfect example of where online advertising is headed - niche, vertical ad networks. As advertisers and brand marketers continue shifting more of their dollars to digital, they’re looking for ways to reach target audiences who frequent more and more sites. Break Men’s Ad Network is great for marketers looking to reach that young, male audience interested in funny, viral videos. Based on the value of Break’s audience and the creativity of the video across the network, Break can secure premium rates for premium placement reaching this sought after audience.
This news looks and sounds like BULL to me. Note the inflation of their stated traffic over ComScore’s rating.
Look at their existing properties and the AD inventory on there now. You will see zero advertising that is targeted to that demographic. Cruise lines? A single Movie Trailer? Where are the game, soda, mobile, music, fast food, anime and other demographically related advertisers? I was especially surprised to see google ads after 5 page turns. Anyone with a clue knows Google is offering CPMs under a 20 cents on average.
15 AD sales people working there? Really? I hardly see a model that is busting at the seams and needs more inventory. Don’t believe every Press Release you read.