Complex Media Expands Web Reach to Coax Ads

Aiming for bigger advertisers, Marc Ecko’s publishing division Complex Media is launching new Web sites for men 18-34; and adding to its existing partner sites.     

The two new sites tap distinct target areas for the demo: ComplexVideo.com will allow viewers to scroll through footage from Complex magazine cover shoots and read interviews with celebrities and designers; and DasGamer.com will offer gaming reviews and recommendations along with other gaming-related content.

Complex Media also bought gaming site PlanetXbox360.com and will begin cross-selling with three other sites: OnSmash, Karmaloop and Eckotv. All told, the expanded network will reach over 5 million unique visitors and 53 million page views, per Complex Media (citing Quantcast Analytics), which the company believes will appeal to marketers looking for large male audiences online.

“It opens up a wider array of advertisers; everyone from Adidas to McDonald’s to Pepsi,” said Complex publisher Rich Antoniello. He also added that AT&T, Pepsi and Southern Comfort are among the brands scheduled to run across the network in June. “It’ll allow us to expand our reach in auto, electronics, technology [and] gaming.”