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Mommy Bloggers, Meet Ad-Supported Video

DECA syndicating content targeted at female audiences
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It’s a simple equation. Women make a household’s day-to-day buying decisions, and they’re increasingly trading Days of Our Lives for Dooce.com. The migration explains the rise of female blogger ad networks like BlogHer, which offers advertisers reviews and display sponsorships—and, as of this morning, the rise of a new video ad network.

BlogHer is partnering with digital media company DECA on the latter's launch of Her Channel, an online video syndication network focused on women’s content. It will offer advertisers 15- and 30-second pre-roll. Besides BlogHer, Her Channel will also debut with 200 syndication partners.

DECA's platform delivers videos from its content library via a widget, a media bar, or a customized page, all of which can be embedded into any blogging platform. Ad revenue is split in thirds. The content creators (bloggers, DECA, or a media company), syndication partners (the bloggers and the blogging networks), and the platform (Her Channel) each get their piece of the take.

Women bloggers and their readers engage in “highly trusted conversations” online, said BlogHer co-founder and CEO Lisa Stone, and the strength of those reader relationships explains why 80 percent of women in the BlogHer community have purchased a product based on a blog recommendation.

But so far, the opportunity for online video advertising to women hasn’t been exploited, in part, because of the specific needs of a female audience, said Michael Wayne, CEO of DECA, including large women’s sites like Cafemom.com and iVillage.com. Part of the problem, he added, is that women have a higher threshold for consumption than men. “User-generated content doesn’t work as well for women. They want information and higher quality content,” Wayne said.

Her Channel’s video library includes original content made by DECA, content created by BlogHer members and other blogging partners, and content created by women’s magazines and cable companies.

Wayne also believes he can exploit a hole in the pricing for online video advertising. Hulu, in Wayne's contention, is too expensive, while with video ad networks, buyers don’t know what content their ads will be served against or even which sites they could appear on. Her Channel’s floor CPM is $20, he said. (Hulu's CPM has been estimated in the past to begin with a floor of $25.)