Ad networks target dollars aimed at kids

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manyadnetworks_small.jpgADOTAS — As kid-oriented ad networks and vitrual worlds try to gobble market share, the online kids space is becoming tougher than it was just a few years ago.

Also, while non-ad-supported (for now) platforms like the iPhone and the Nintendo Wii continue to siphon away kid hours, the share of online ad dollars going to TV-related sites appears to be dwindling, according to Mediaweek. That’s lessening the power of Nickelodeon, Disney and Cartoon Network.

As kids’ spend more of their online time outside the larger companies sites, between 50 percent and 75 percent of online advertising is being directed at sites that aren’t tied to TV programming.

The bigger sites are still getting the traffic. In January, Disney.com had 3.6 million unique kids 2-11, as CartoonNetwork.com attracted 1.7 million and Nick.com drew 1.4 million. In reaction, Nickelodeon is building up its gaming offerings, while Disney has been partnered with a Russian cable tv venture and a community site aimed at mothers. Disney though unveiled its boys-oriented DisneyXD.com, which coincided with the relaunch of the Toon Disney cable channel.

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