Caring.com , a comprehensive online resource for people caring for aging loved ones, has launched the Caring Alliance , the first vertical ad network to reach baby boomers that are caring for an aging parent. Through the Caring Alliance network, powered by Adify , businesses with products and services for seniors and their loved ones can reach the largest concentration of family caregivers in the U.S.
“While there are a number of health oriented vertical ad networks, none focus exclusively on the hard to reach family caregiver,” said Andy Cohen, Caring.com CEO. “Adult children spend hundreds of billions of dollars helping their aging parents, and influence spending on drugs, OTC products and services.”
Caring.com launched the network after seeing demand from its own advertisers. Partnering with Adify, the premier vertical ad network management company, the Caring Alliance built a network of contextual sites for family caregivers. Reaching over one million caregivers between the ages of 40 and 60, the ad network maximizes revenue for publishers through higher CPMs. Current publishers include Gilbert Guide, Happy Neuron, Medgle, SmartNow, Lotsa Helping Hands, and Caregiving.com.
“We didn’t have the reach and infrastructure to attract and service major advertisers on our own,” said Jason Gilbert, COO of The Gilbert Guide. “By joining the Caring Alliance we’re able to attract top-tier advertisers. Their presence on our site not only promotes our business, it also gives our audience access to advertisements that are targeted to them.”
“When launching the Ask Medicare initiative, we wanted to reach as many family caregivers as possible,” said Will Fleiss of the 360 Digital Influence practice of Ogilvy PR. “With the Caring Alliance, we were able to reach a large and very fragmented market with just one buy.”
Adify is providing the Caring Alliance with the key network management services and ad technology required to execute successful advertising campaigns, including Adify’s syndicated ad server, tracking, reporting, billing, payment and technical support functions. This infrastructure can deliver content sponsorships, video, image and rich media advertising for Caring.com’s various partners. Working with Adify, the Caring Alliance has been able to ramp up quickly.