Kanoodle, Turner Sports Ink Sponsorship Deal

NEW YORK Upstart contextual search ad firm Kanoodle has inked a deal with Turner Sports Interactive to serve as the exclusive provider of sponsored ad links on the Turner-managed Nascar.com and PGA.com.

As part of the new deal, Kanoodle will provide search-based text ads on content pages and search results pages for both sites.

The new deal is a significant win for Kanoodle, as the company, along with several other players in the contextual ad space, continues to attempt to chip away at Google and Yahoo!’s dominance. In this case, Time Warner elected to select Kanoodle over the larger engines, despite the fact that Google has an existing partnership with America Online, while CNN.com has a partnership with Yahoo! for its search ads.

The partnership comes as search related ad spending continues to soar. Already accounting for roughly 40 percent of the online market, Jupiter Research predicted earlier this week that search advertising will hit $7.5 billion in 2010, eventually surpassing the market for online display advertising.

Unlike some of its competitors, Kanoodle claims to offer advertisers the ability to target its ads more to specific content or search pages.

“This partnership with Turner Sports Interactive is another example of Kanoodle’s commitment to providing advertisers with quality, highly-relevant sponsored links on the Web’s foremost content and search destinations,” said Kanoodle CEO Lance Podell.