July 2008
Microsoft Corp. and Rodale Inc. announced an agreement in which the two companies will collaborate to deliver relevant advertising to Rodale’s portfolio of branded health, wellness and fitness Web properties. Under the agreement, Microsoft becomes the exclusive third-party provider of contextual and paid search advertising for Rodale’s online network, including its key brands MensHealth.com, WomensHealthmag.com, Prevention.com, RunnersWorld.com and Bicycling.com.
“Rodale is the authoritative source for trusted content in health, fitness and wellness around the world and on the Web, and we are pleased to provide our advertisers greater access to this valuable audience segment,” said Scott Howe, vice president of the Advertiser and Publisher Solutions Group at Microsoft. “The inclusion of Rodale in our lineup of syndicated advertising partners is a strong indicator that we’re continuing to gain significant traction with our advertising platform and further complements our vertical expertise in health, finance, travel, autos and entertainment.”
Microsoft implements innovative ad-serving technologies, contextual advertising and paid search advertising capabilities through its adCenter platform, an offering available via the Microsoft Advertising portfolio. The contextual advertising offering helps advertisers connect with health-conscious consumers in more effective ways by matching placements of text-based ads with Rodale’s editorial content. If a consumer visits RunnersWorld.com or is reading an online article about running shoes or equipment, he or she might be more likely to see an ad for running shoes than an ad for a microwave oven, because of the content on the Web page. This targeting functionality provides advertisers with an enhanced level of audience segmentation, and gives consumers an improved and more relevant online experience.
“Combining Microsoft’s contextual advertising and paid search advertising capabilities with our compelling content will provide additional value to our visitors by ensuring the advertising they see is aligned with their interests,” said Daniele Campbell, associate vice president, Interactive Marketing, Rodale.
Rodale’s extensive range of health and wellness Web sites includes MensHealth.com, Prevention.com, RunnersWorld.com,WomensHealthmag.com, Bicycling.com, OrganicGardening.com, BestLifeOnline.com, RunningTimes.com, iYogalife.com and MountainBike.com. All are expected to begin providing Microsoft contextual advertising by the end of July, with paid search advertising to follow at a later date.
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