Lifelounge Group partners with Protein Networks

UK online ad network –  Protein Networks –  has partnered with youth lifestyle media company – Lifelounge Group – in a bid to increase its Australian traffic.  

The announcement:

Melbourne, 23 September 2010: Lifelounge Group, Australia’s leading youth lifestyle media and communications company, has extended its reach to over one million young Australians each month by partnering with the UK’s premier boutique ad network – Protein Networks – in an exclusive deal to represent a selection of respected and well established international websites in Australia.

Protein Networks (www.prote.in/networks), the UK’s number one network of boutique sites for 16-35 year old tastemakers, media mavens and creative professionals, has grown to over 200 million impressions and 20 million unique visitors internationally every month across music, fashion, art & design, film and travel networks. 10% of this traffic is Australian.

Protein Networks’ sites include: Arch Daily, DeZeen, We Heart It, RCRD LBL and Superfuture, which together attract over 400,000 Australian visits. They will now sit alongside existing Lifelounge Media Network sites, Lifelounge.com, TheVine.com.au and Popmag.com.au.

The partnership announcement comes just weeks after PricewaterhouseCoopers forecast that online is set to become the largest media sector in Australia in terms of ad spend by 2014, hitting $3.9B, and exceeding spend on Free-To-Air TV and newspapers respectively.[1]

Locally targeted advertising and integrated content across these sites will not only complement campaigns on Lifelounge.com, TheVine and Pop Magazine but will also open the door for Australian media buyers to target premium international sites with significant Australian audiences across architecture, design, music, fashion and social bookmarking.

Lifelounge Group’s CEO, Dion Appel says, “With Lifelounge’s experience and knowledge of the young adult market in Australia, it makes sense for Protein to aggregate its Australian traffic within the Lifelounge Media Network. Access to the world’s top architecture, design and social bookmarking sites for example, combined with our current lifestyle, entertainment, art and music properties ties the offering together nicely.

“Advertisers are set to benefit most from this partnership,” Appel continued. “We understand that young adults can be hard to reach. Our growing network takes the hard work out of dealing with the long tail. We now have the ability to run locally produced integrated campaigns and market leading branded content solutions across a suite of popular sites with significant local audiences.”

Protein Networks’ CEO, William Rowe added: “The deal with Lifelounge is a logical progression for our worldwide expansion. Lifelounge fully understands our audience, and has a proven track record in delivering integrated campaigns for all the leading youth and lifestyle brands.”

Source: Lifelounge Group press release


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