Digital Throttle 'Revs' Advertising Engines for Vehicle Enthusiasts

New Targeted Ad Network Gives Advertisers Ability to Reach Unique Aftermaket Sites

SAN BRUNO, CA – April 26, 2010 – (Motor Sports Newswire) – The Digital Throttle ad network, powered by Adify, the premier vertical ad network management and media services company, launched today to deliver a much-needed solution for online advertisers seeking vehicle motoring enthusiasts. While many people view their vehicles as mere modes of transportation, Digital Throttle reaches those passionate individuals who use their cars, trucks, and motorcycles as a recreational outlet, lifestyle and hobby.

According to the Automotive Aftermarket Industry Association (AAIA), American drivers are responsible for over $270 billion in purchases of discretionary aftermarket vehicle products. In addition:

  • The Automotive Aftermarket will grow by more than 3 percent in 2010 (http://aftermarket.org/News/04-06-10.aspx)
  • Sales in 2009 reached $277.1 billion and in 2010 are slated to reach 289.6 billion (AAIA)
  • 10% to 15% of adult American drivers have plans to purchase an aftermarket product in the next three months (The Specialty Equipment Market Association’s (SEMA) quarterly Consumer Demand Index)
  • Over 25 million American’s rode a motorcycle in 2008 (The Motorcycle Industry Council)

There are thousands of aftermarket-focused websites that attract these niche consumers focused on the enjoyment, repair and improvement of their vehicles. Digital Throttle brings scale to aftermarket online advertising by combining similar sites into attractive niche audiences. Through Digital Throttle, advertisers can target both the unique niche audiences and the larger DIY (do-it-yourself) community.

“While the audience is diverse, ranging from teens modifying their first cars to Harley-Davidson® motorcycle owners customizing their rides, these individuals are all seeking information to help personalize and improve the performance, handling and appearance of their vehicles,” said Bryan Robb, Founder & President of Digital Throttle, and 20-year veteran of the automotive aftermarket. “While our industry has greatly benefited from online shopping, the use of online advertising has lagged behind other industries. One of the challenges has been inefficient and expensive methods to locate and manage online advertising across multiple sites. With Adify’s Network Builder platform, Digital Throttle provides easy, one-buy access to highly-targeted audiences, while at the same time serving as an inventory and campaign management hub for our publishers.”

The network has already secured such premium motorsports sites as DragTimes.com, IHRA.com, DragList.com, DragStuff.com, and SpeedwayMedia.com. While the Network will initially focus on reaching motorsports racers and fans, Digital Throttle is actively recruiting sites engaged in over thirty aftermarket sub-categories such as off-road Jeep®, muscle cars, motorcycle riders and the aftermarket trade community.

“Our site, DragTimes.com, is a well-known and highly-trafficked site in the motorsports community, but we’ve lacked the resources to fully monetize our increasing traffic,” said Brooks Weisblat, owner of DragTimes. “Working with Digital Throttle puts us front and center with on-target major advertisers and improves both our business and value to our audience.”

For more information or interest in advertising on the Digital Throttle network, visit: http://www.digitalthrottle.com/.

About Digital Throttle
Digital Throttle (www.digitalthrottle.com) is a vertical ad network, providing online advertising across an independent network of niche automotive and motorcycle sites. We selectively partner with sites targeting consumers seeking to repair, customize, restore or race their vehicles.

About Adify
Adify Corporation (www.adify.com) is the premiere vertical ad network management and media services company and is an independent, wholly owned subsidiary of Cox TMI Inc., part of Atlanta-based Cox Enterprises.

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