Targeting the Tone Deaf

ToneMedia, the latest spin on the ad network model, allows brands to target John Lennon-loving cat owners

Let’s be honest. Lyrics websites haven’t exactly enjoyed the best reputation. Between in-your-face banner ads, aggressive ringtone offers and often artless aesthetic—not to mention their murky copyright infringement issues—they don’t exactly evoke “premium.” But that’s exactly what some companies hope they can be, and not without reason: People seriously love lyrics. According to Google, only the word “Facebook” has generated more searches than “lyrics” in the U.S. since 2004.

Aiming to capitalize on this, ringtone marketer ToneFuse last week launched ToneMedia, a new ad platform for lyrics and music content sites, such as lyrics007.com.

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