Apparently, a slew of Manhunt.com banner ads have recently appeared on the Sports Illustrated website SI.com (as reported on OutSports.com). Manhunt representative Michael McDonald says these ads were not a direct buy, but were part of a larger buy with ad network Dedicated Media. If you’ve ever made a large buy with any online ad network, you know why this is interesting.
For those of you who haven’t, here’s how it works: When you make the buy you are guaranteed a certain number of impressions for your ads. Initially, your ads will likely show up on hundreds or even thousands of websites depending on how targeted you want to get (the less targeted, the more impressions you are guaranteed). All of the media networks have algorithmic systems that optimize your ads to ensure you get the highest click-thru rate possible for your ad campaign. This means that over time your ads will only show up on websites where the click-thru rate is the highest. So if Manhunt ads are regularly appearing on SI.com, apparently there are a lot of sports fans clicking through to Manhunt.com.
I can’t say I’m all that surprised. I’ve always felt that of all the gay subcultures the gay male sports fan is one of the most underestimated and under-targeted. Furthermore, websites like Manhunt.com is a virtual cyber playground for “bi-curious” and closeted “straight” guys – the kind who would never dare set foot in a gay bar and have to resort to online sex sites to satisfy their homosexual urges. Not that I’m knocking it- we’ve all gotta get it where we can! Happy hunting sports fans!