New Jango Ad Network Maps Brand PreferencesBy: Chris Crum - February 2, 2009
Popular music site Jango has just announced what it claims is the world’s largest, most targeted and cost-effective ad network for the music vertical. This is a pretty bold claim, but certainly one worth looking at.
"Essentially, we’re mapping brand preferences to peoples’ musical tastes, allowing advertisers to identify their appropriate artist subsets and target the audiences that are listening to, reading or watching content about those exact artists," a Jango Representative told me. He then gave me the following example based on internal testing:
Ads that ran against the unique artist subset for Dodge Truck received a 273% higher click-through rate than ads that ran against the average artist. For Armani Exchange, the difference was +82% and for Gevalia Coffee it was +147%. Each brand had a completely different subset of artists – some expected, others somewhat unexpected. Dodge not only performed well with Keith Urban – but also Justin Timberlake. Armani Exchange was not just favored by fans of Coldplay – but also fans of John Mayer; Gevalia Coffee shared a strong affinity with Bruce Springsteen – but an even stronger one with Leona Lewis.
"Up until now, there wasn’t any smart way for advertisers to target user segments based on music taste," says Jango CEO Dan Kaufman. "Now, for just $10,000, advertisers can effectively map their brand affinity to music taste – and then reach their audience on a giant scale for very low CPM’s."
"With the Jango Music Network, we can continuously re-target the users that respond better to a certain brand and constantly keep improving our advertisers’ campaign performance,” he explains.
The Jango Music Network as it is called, represents the inventory of hundreds of "high-engagement" music sites reaching over 30 million unique monthly visitors just in the US – more than MySpace Music, Yahoo Music, and AOL Music.
Coinciding with the launch of the Jango Music Network, Jango.com is moving out of beta and into public release. The company says Jango.com is the eighth largest music site in the country (just a year after launching) based on comScore pageview numbers from December.