Aggregating Green Audiences

Online advertisers are increasingly interested in targeting audiences with green affinities and publishers are aggregating traffic in order to provide compelling ways to do so. 

August has seen a fury of acquisitions as publishers move to aggregate existing green traffic and extend their reach to other green sub-segments.  Earlier this month Gaiam  purchased both Lime, an eco site and green ad network, and Zaadz, a green social networking site.  And less than two weeks ago, Cleantech purchased InsideGreentech.com.  All of this consolidation activity follows Discovery’s acquisition of Treehugger, the leading green blogging site, at the beginning of the month.

Alternatively, online publishers are banding together to create green ad networks that provide media planners with significant reach by bundling ad sales across multiple sites and through a single point of contact.  As such, it came as little surprise this week when Adify announced the launch of its latest vertical platform supporting green ad networks.  Today, this platform supports four green ad networks including Green Ad Planet, Washington Post’s environmental blogroll, Matter Network and SustainLane Green Ad Network.   

While today no green ad network ranks among comScore’s Top 50, with 4MM unique monthly visitors, the combined traffic of the green networks supported by Adify’s platform makes it a formidable player in the space.   

Today, there are at least nine individual green ad networks available to advertisers.  Here is Marketing Green’s first Green Ad Network Ranking: 

Network

Target Audience Monthly Unique Visitors
1. Green Ad Planet LOHAS 3MM+2  
Sites: LiveScience (1.4MM), Daves Garden (1MM), Hybrid Cars (0.1MM), Blohas, Cathy’s Crawly Composters, Cleantech Blog, , Eco Sherpa, EcoStreet, Green Harmony Tours, Green Living Tips, Green Maven, GreenBin, Greenedia, Greenona, , Inveslogic, KindWeb, Naturalpath, One Shade Greener, Organic Day, Our Hudson Valley Network, RiverWired, Tea Body’s, TenBees, TerraPass, Throwplace, Zaadz
2. Lime1 Broad 2.3MM2 
Sites: Lime (1.8MM), Mongabay (0.3MM), EcoGeek, EcoSherpa, The Beauty Brains, Savvy Vegetarian, Eco-Chick
3. GreenAds Broad 2MM2
Sites: TreeHugger (1MM+), DrWeil (0.4MM), Grist Magazine (0.2MM), eMagazine (0.1MM), MetaEfficient
4. Blogads Broad <2MM2
Sites: Treehugger (1MM+), The Oil Drum (0.1MM), Inhabitat (0.1MM), EcoGeek, Life After the Oil Crash, PlanetSave, MetaEfficient, Ecorazzi, Groovy Green Blog, You Grow Girl, Garden Stew, Lighter Footstep, GetOutdoors Outdoor Blog, Jetson Green, GardenRant, Great Green Goods, About My Planet, The Good Human, Mighty Foods, green LA girl, Really Natural, Triple Pundit, Groovy Green Magazine, The Evangelist Ecologist, Green Options
GreenAdWorks LOHAS 1MM+2
Sites: Mongabay (0.3MM), Inhabitat (0.1MM), Ecorazzi (0.1MM), Earth Easy (0.1MM), Savvy Vegetarian, The Good Human, Terrapass, Alternative Consumer, Organix Authority, Celsias, Natural Path, Groovy Green, Dr. Briffa, The Healing Mind, The Sunshine Chronicles, Econscious
Washington Post’s Environmental Blogroll Broad 3
Sites: Great Green Goods, Nature Geezer
Matter Network Investment professionals 3
Sites: Matter Network, TerraPass
SustainLane Green Ad Network LOHAS 3, 4
Sites: Sustainlane.com, Sustainlane.us, The Unsustainables
NooTouch (UK) N/A 3
Sites: Ecologist Online, Hippy Shopper, New Consumer

1 Does not include other Gaia community umbrella sites including Gaiam, Conscious Enlightenment and Zaadz

2 Rough estimates based on sum of unique site traffic (from Compete) for key sites in network, assuming no more that 10% overlap of unique visitors across each site

3 Limited traffic or limited visibility into network sites to estimate

4 Does not include 24 affiliate sites with a combined reach of 35MM monthly ad impressions based on Sustainlane data

NOTE: Marketing Green contacted each network as part of the research for this article.  Marketing Green plans to update this posting as more ad networks respond to the inquiries over time.

11 Responses to Aggregating Green Audiences

  1. Jon Dale says:

    What’s a LOHAS?

  2. Rob Finely says:

    Hey Jon Dael,

    LOHAS= Lifestyles of Health and Sustainability, a $230+ billion market.

    Rob

  3. Missy says:

    Learned of some new ad networks and possible affiliate partnerships. Thanxs for the informative post. Glad i found your blog.

  4. […] of green web audiences is apparent in Marketing Green’s first Green Ad Network Ranking. The list highlights nine green networks which are offering advertisers access to active, eco-conscious […]

  5. Christine says:

    We just officially announced the launch of the SustainLane Green Ad Network this week with a total of 36 million monthly page views. You can find more information at http://www.SustainLaneGreenAdNetwork.com

  6. P Jose says:

    Hi thanks, this is a good resource. Is there an updated version for 2011?

    Thaks, PJ.

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