A few weeks ago, I attended the SFBeta event in San Francisco and met Nik Bonaddio, the Creative Director of Spongecell. Guess what? He has another rich media ad solution but there was one simple thing that kept me from turning toward the bar to start swilling Anchor Steam – rich media ads that are socially aware.

I have seen other attempts – sloppy attempts, but Spongecell and Bonaddio pulled it off. Expanding on where they are now, imagine seeing an ad for a movie and then adding the local theater to your Google Maps and the show time to your calendar. Click-through metrics are so yesterday. How many calendar inclusions did your ad receive? How many MySpace friends did you gain? Those are the metrics I like.

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Of late, many blogs on the Advertise Liberally niche have been unhappy with the lack of growth in terms of revenue. Some small to medium sites have seen zero revenue for months from BlogAds while the Big Ten always seem to be running full.

Enter Click To Blue. CTB is a new ad network whose ad inventory zones are on pre-approved sites that have progressive political content. Early adopters from Advertising Liberally have seen tremendous revenue growth compare to BlogAds.

Running on OpenX, an open source online ad network software package, Click To Blue is opening up a new frontier in ad networks – small, invitation-only, and niche focused.

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