Consumer Web portal About.com has added free broadband programming to its Health channel, in part to provide marketers with a contextual advertising opportunity for TV spots and branded product placements online.
“Pharmaceutical advertisers want to be surrounded by relevant content,” Mark Westlake, About.com's SVP, sales and marketing, told MM&M. “What we provide is relevance. We can center their advertising message around that. The new video content offers advertisers a pre-roll environment. They can run their creative message beforehand. We can do program breaks, and we offer advertisers the opportunity for targeted reach.”
Previous About.com Health channel advertisers have included Aventis, Procter & Gamble, Pfizer, Amgen and Forest.
According to Westlake, About.com is a top 10 Web site that reaches 47 million people worldwide.