Will MIVA cope on GaydarNation?

Just skimming today's press releases and found one from Giuliana Rubinia over at MIVA announcing that they've secured a deal to place cost-per-click content ad units across the GaydarNation portal and sites.

It's an interesting deal. As you might expect, Gaydar's sites are strongly themed. They're an example of what some people call an "uber-theme" or "site-theme".

You can imagine that the contextual network search engines would try and place "holiday", "cheap flights", "hotels", etc, etc, ads on any article about booming tourism in London.

What about on Gaydar?

Would ideal solution for search engine, publisher and advertiser would be for adverts for gay holidays to be contextually matched to London tourism content on Gaydar?

What if that match comes at the expense of "flight" adverts? Or "London sightseeing" adverts? Or "car hire"?

The question is how much should the Gaydar site's theme influence the topic of any given page.

MIVA beat Yahoo to this pitch. The larger the advertisers inventory then the easier it is to explore answers to the question above and use click analysis to help decide. Certainly Yahoo would seem to have a much larger inventory than MIVA.

Trevor Martin of QSoft (who own Gaydar) has said that MIVA showed good understanding of the brief and were willing to customise the look and feel of their ads to match GaydarNation.com's design.

Well done to MIVA for the win. Let's wait and see how well they do in targeting adverts to the site.

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MIVA beats Google at Condé Nast

Here in the UK, MIVA have won a prestigious account with Condé Nast. The pay-per-click engine gets exclusive rights at powering the PPC content network for all 12 sites controlled by Condé Nast Interactive U.K. This means 54 million extra impressions for MIVA. The sites include Stylefinder, Vogue.com and Vanityfair.co.uk.

MIVA beat Yahoo and kicked off Google.

This is also an email deal. I suspect it may have been that which won it for them. MIVA will also put their pay-per-click adverts in 500,000 opt-in emails. Here's a comment from MIVA's press release which talks about it.

"Two MIVA Pay-Per-Click Ads will be displayed in each email newsletter through MIVA's proprietary MIVA Mail technology. The technology which underpins MIVA Mail ensures that the latest Ads from across MIVA's network are displayed regardless of when emails are opened."

Gosh. I'm almost tempted to sign up to a newsletter to see how the updating content ads work. An iframe or JavaScript insert in an HTML newsletter? Risky! Spam and security filters around the world will brickwall those emails.

Any one got an example of an email with a MIVA Mail ad in it?

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