BrandClik works by enabling brands to push their ads through in-text publisher content based on key words and advertising inventory. Matching these two can result in a well-integrated in-text ad that actually provides a level of value to readers. With BrandClik there are no rollover pop-ups–an ad link isn’t activated until a reader manually clicks the link.
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Aside from the company being based in the D.C. area I’m not quite sure what makes this different then existing text-based ad networks. The critical partnership which the company is touting is with the National Newspaper Association. Currently the company has a number of locally-based content providers and advertisers. It’s clear that this company is at the extremely early stages but it’s great to see another company in the D.C. metro area giving it a shot.

The company has a lot of work to do on their design but then again when your company is dealing with text links, I don’t think design really matters that much. In an already saturated market getting the attention of publishers requires networks to generate high CPM rates. Only the large ones in addition to a few niche players have been effective at generating great CPMs.

I think BrandClik is going to need to find some big advertisers before they hit it big. Additionally it makes sense to focus on a specific industry. Rather than discount them before they’ve had a chance to succeed, I’ll give this company a few months to see if they can put together an impressive list of publishers and advertisers.

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