Horizontal Portals are a form of content sites that can include online magazines, journals, blogs, forums and user portals which have a generalist focus. They monetise the traffic that comes to their site by sending users to an brand’s page usually via either a banner or a text link.
These cover a wide range of topics and aim to attract a broad audience and a high volume of traffic, however this can mean they are better for brand awareness than for direct conversions.
How to partner: These sites may ask for additional fees for ‘tenancies’ or ad placements, usually limited to a feature on a page and for set durations, or for featuring in newsletters.
Place in the Marketing Funnel: Brand awareness stage