Over 45s portal partners 24/7 Real Media

by Hayley Pinkerfield, Revolution UK 27-Feb-08, 09:00

LONDON - 50connect, a lifestyle portal for over 45s, has partnered with 24/7 Real Media to deliver advertising campaigns following its new-look soft launch in January.

The independent publisher will use 24/7 Real Media's Open AdStream to implement campaigns across the site, where previous advertisers include British Airways, Sky, Norwich Union and BUPA. The software will also enable advertisers to receive detailed real-time campaign reports.

50connect features insight on topical news issues around health, finance, travel and work, while users can connect in its chat rooms and community forums. It currently registers around 2.5m visits each month.

According to Sid Khema, director of publisher solutions at 24/7 Real Media, the over-50s category is "the fastest growing demographic for internet use".

"50connect has undergone huge changes over the past few months," said Julia Ellis, director of sales at 50connect.

"With the new site we are building on the brand's seven-year heritage; we are entering our second phase of development and have exciting advertiser partnerships lined up for 2008 - tie-ups with brands that will provide real value to our users."