Hoops & Yo-Yo e-cards are
among Hallmark's online hits

Hallmark.com has chosen online ad representation firm Gorilla Nation to sell its ad inventory on an exclusive basis.

Hallmark has focused primarily on its cross-media marketing programs, using online ad sales solely to augment marketers' offline efforts. The Gorilla Nation partnership is intended to give Hallmark's online advertising presence its own legs.

The card company's user base is 63 percent female. Users spend an average of seven minutes per visit on the site, which serves 3.4 million unique visitors per month, according to comScore.

Gorilla Nation's client base spans respected older brands as well as growing online labels. In addition to Hallmark, it represents Getty's JAMD and Gawker (in Canada) on an exclusive basis. Star Wars and Mattel also use Gorilla Nation to hawk their online inventory.