Sophisticated targeting

FHM Online recently inked a representation agreement with Gorilla Nation, one of the largest online ad rep firms, reports Digital 50. The relationship has enabled FHM, boasting over a million unique monthly visitors, and Gorilla, with lifestyle offerings catering to over 20 million unique male users monthly, to leverage their shared interest in targeting men ages 18 to 34.

With branded video ad placement cradled amongst broad entertainment-oriented editorial coverage, including Jenny McCarthy's Joy of Sex video column and interviews with athletes, opportunities for ad- and content-collaborations appear numerous. Men's advertisers like Cuervo, Sony and Champs Sports have already begun to express a keen interest in the site, investing in elaborate marketing campaigns.

Upcoming promotions with strong ad potential include the 100 Sexiest Women in the World, a user poll for the 100 sexiest female celebrities, and the UFC Locker Room. The latter is a behind-the-scenes blog in which fighters divulge what life is like as mixed martial arts superstars. FHM is also planning a series of blogs written by WWE wrestlers.