How Music the Number 1 Searched Category on the Web Has Now Become a New & Powerful Ad Medium - Steve Blacker

1 A surprising fact Music Content and Lyrics are the number 1 searched category on the web according to Google since 2004 More people check out lyrics then search for sex news sports etc2 So why has no one taken advantage of this amazing opportunity to date Probably because the segment was fragmented and mostly DR based considered by some to be a 39nonpremium39 environment3 Finally a company has come in and truly come up with a new unique and targeted way to take advantage of this HUGE audience This company is ToneMedia and they have some impressive numbers and data4 ToneMedia reaches over 55 million consumers every month and 120 million consumers globally each month This highly engaged audiences is mostly untapped by advertisers But that39s now changing5 Advertisers can now use ToneMedia quotlyricsquot as a key consumer indicator The process is called ToneTargeting and compiles audience segments over 900 categorized by the artists and can look up over 1000006 For exampleamp8230Coldplay fans are 40 more likely to be in the market for travel whereas Drake fans are 138 more likely to be in the market for ATampampT wireless7 ToneMedia has both scale and targeting With most media companies you get one at the sacrifice of another Due to the fact that EVERYONE searches lyrics the audience is primed And at the same time ToneTargeting allows for VERY DEEP knowledge of the audience profiles8 I discovered them by checking out their homepage and was both surprised and impressed with their quotsplit boardquot of all their audiences wwwtonemediacom9 Val Kateyev their 30 year old founder is no stranger to running efficient media companies He had his first success when he was just 19 and has launched Poise Media MobileFuse and ToneFuse prior to the launch of ToneMedia In fact ToneFuse is currently the largest ringtone marketer in the world10 ToneMedia currently has over 25 million consumers coming through their platform every day this company without cookies is finding out tons of information consumers This data will be exponentially valuable as the company moves forward And they are partnering to share this with key partnersboth pre and post campaign launches11 ToneMedia now offers advertisers quotroadblockquot lyrics for upcoming artist releases For example buying out all of Madonna39s lyrics before the Super Bowl performance These types of quotpromotionsquot are endlessSteve39s most recent book You Can39t Fall Off The Floor The Insiders39 Guide to ReInventing Yourself and Your Career chronicles his 50 year career working for over 25 different companies with 189 lessons learned and insider tips from Gayle King Cathie Black Chuck Townsend and 28 others Blacker is still going strong today as a partner in Frankfurt ampamp Blacker Solutions LLC His web site is blackerreinventionscom and email address is blackersolutionsaolcomRead all Steveamp8217s MediaBizBloggers commentaries at Media ReinventionsCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

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How Music the Number 1 Searched Category on the Web Has Now Become a New & Powerful Ad Medium - Steve Blacker

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How Music the Number 1 Searched Category on the Web Has Now Become a New & Powerful Ad Medium - Steve Blacker

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