DoubleClick Launches Value-Oriented Ad Network

Advertising leader DoubleClick Monday launched a new mass-reach network called the Sonar Network, as the company’s answer to 24/7 Media‘s network.

The network, which will be divided into 16 niche categories and sold on a CPM basis, is part of DoubleClick’s effort to round out its offerings. It already operates a “Select Network” for top branded sites, and a main network, which is segmented by category. To cover the cost-per-click space, DoubleClick recently made an investment and partnership with ValueClick.

The Sonar Network, which is to have a value-oriented model and a large number of sites, is DoubleClick’s attempt to compete in the space it sees 24/7 Media as occupying. 24/7 charges a $40 CPM for a single site buy, between $20 and $39 CPM for a content channel, and $10 to $19 CPM for a run-of-network buy. The new network will charge a $30 CPM for a single site, $25 CPM for a “site bundle,” and $12 CPM for a run-of-network buy.

“With the launch of the Sonar Network, DoubleClick has rounded out its media offerings for both Web publishers and advertisers,” says Andy Jacobson, vice president and general manager of Sonar Network.

“The addition of Sonar allows us to offer clients of all sizes the most compelling media solution in the industry.”

The new network will be made up of sites that get a minimum of 100,000 ad impressions monthly. So far, Sonar has 87 sites in its network, with one billion ad impressions. Sites in the Sonar Network include Air & Space Smithsonian Magazine, ObjectSoft, 3D Stock Charts, APB Online, Spree.com, PIIQ.com, AuctionWatch, eFax.com and Virtualcountries.com.

The Sonar Network will have its own ad sales force, separate from the DoubleClick Network. Current advertisers include Mail.com, FreeLotto, RocketLinks and @Backup.

DoubleClick has recently made moves, including the addition of email marketing capabilities, to position itself as a one-stop shop for advertisers, where they can come to make a wide variety of ad buys.