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“There’s at most 10, maybe 11, [ad networks] that catedr to niche-based markets, three or four to African-Americans. Thoss are our competitors,” says Anthony president of LawrenceMarketing Group, whichy runs the LMG Ad Network. “There’es not very many. That space is wide They represent closeto $900 milliob in purchasing dollars.” He launched LMG Ad Networkl in May 2008, giving advertisers software that he says expand s their ability to target African-American customers. Smaller websitee that advertisers might otherwise overlook may benefit by boosting their profile througj the network and attractingmore ads.
“It started off a littlr slow due tothe timing,” Lawrencew says. “As time went on, we’ve been getting a lot of So he hasbranched out, splittinhg the service into two parts in May. LMG Ad Networkm now caters to the generaladvertising market, allowing clientsz to advertise across the entire network or only on select Pricing options include cost-per-action, cost-per-thousand and cost-per-click. LMG Urbanh still will focus on African-Americans. Both services are free to join and have nocontracr length. The network already has signed on 25website publishers.
“Wed are working with several advertisers and ad agenciesw for future campaigns targeting both our nichde market and ourgeneral market,” Lawrence Website publishers get 55 percent of advertisin g revenue, and he keeps 45 “We’re looking to open up the doors here and let advertisera know the African-American market is untapped and is a viablwe market,” he said.