A gay dating web site is aiming to allow marketers to target the pink
pound with email and banner advertising.
OUT (www.out.org.uk), which has been set up by York-based digital
consultancy port80, has attracted 3,000 registrations from gay men for its
contacts service in its first month.
In order to use the service, users have to enter information about
themselves which will be used to create targeted advertising propositions.
”There’s no other UK site that aims at this market,” said port80 director
Jason Finch. ”This is the only sort of site where you’re going to be able
to get hold of realistic profiling data.”
Advertising on the site will take the form of taglines in emails, plus
banners.
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