Content network is like a double edge sword, use it casually you can literally blow your budget through the roof. But if you track and refine it, it can just be the next pot of gold just a few feet under you. Personally, I like to create a separate sub-folder to track performance of content network. Content network according to some statistics account for more than 90% of the traffic that current online advertisements are exposed to. The search engine exposure is a mere 5% of though targeted but also limited exposure.
The trick to using content network is to select your own sites that are participating in scheme either from Google or Yahoo. Find out from your Account Manager a list of sites that you think your perspective target audience are most likely to be found “playing”.
I am sure they will be more than happy to supply you with a good list of sites. In anyway, an interesting study by comScore that came out recently reported that more and more people are spending time on video sites. And immediately I though of Youtube, select keywords that are relevant to your business and enable the content network in separate campaign to track the performance. I am pretty sure you will be pleasantly surprised by the outcome.
By the way, content network can be found in both Google and Yahoo, not Bing/MSN.
