2022
Media Kit

2022 Media kit

About us

Founded in 1996 - DeeperBlue.com is a leading global digital media company and one of the largest online destinations for divers.

In an industry consumed by clicks and low-calorie content, we are all about providing interesting, accurate, timely, and in-depth content to our readers, listeners, and followers. We provide amazing original content and a strong community around Freediving, Ocean Advocacy, Scuba Diving, and Diving Travel.

DeeperBlue.com is far more than just a simple dive blog or forum – the site has original editorial feature articles that often go viral, daily news on diving & the ocean, a thriving forum, and an industry-leading social media following.

We are one of the largest and most popular online communities available for divers covering our website, mobile apps, and podcast with over 1 million+ page views every month and a social media following of over 466,057.

2022 Media kit

OUR CORE topics

Freediving

The explosive growth area of Freediving is an original, unique and popular area of coverage for us since 1996

Scuba diving

Helping readers to get into, or improve their skills in, Scuba Diving with advice and tips along with travel reports and daily news

Ocean advocacy

Behind everything we do, a message of protecting the oceans and the beauty of the underwater world

Diving travel

From the top dive sites in the world, features on specific destinations, to tips to make the most of your trip

As well as:

UNDERWATER IMAGING - EVENT COVERAGE - BEGINNER GUIDES - COMPETITIONS - PHOTO OF THE WEEK - VIDEO OF THE WEEK

2022 Media kit

Key team members

Stephan Whelan
Founder & Publisher
Francesca Koe
Editor-at-Large
John Liang
News Editor
Erin Durbin-Sherer
Associate Editor
John Griffith
Associate Editor
Michael Menduno
Staff Writer
Sam Helmy
Staff Writer
Kristina Zvaritch
Staff Writer
Victoria Brown
Social & Partnerships Manager
Jason Elias
Podcast Producer
2022 Media kit

Key facts

1996

The site was founded in 1996, originally as deeperblue.net

7

Global awards and recognition during 2021

303

Global staff including editorial, community, podcast & social

1,200

Weekly listeners to the DeeperBlue Podcast

9,644

Published news and feature articles

16,381

Users of the mobile app

21,769

GDPR & CCPA compliant global email newsletter subscribers

174,125

Individual visitors per month across web, mobile and mobile app

466,057

Active and passionate social media followers & likes

519,973

Posts across the 52,000+ community forum threads

2022 Media kit

Award winning

We’re honoured to have been nominated and won a number of awards for our work. Here are a selection from 2021

2022 Media kit

Reader/member locations

Top 10 countries

USA
UK
AUSTRALIA
CHINA
CANADA
PHILIPPINES
GERMANY
NEW ZEALAND
SOUTH AFRICA
FRANCE

2022 Media kit

Demographics & core diving interests

Our audience is unique in the diving industry. Your message can get directly in front of a large international, trendy, and affluent diving audience

2022 Media kit

Social media

466K+ of passionate and engaged social media followers across multiple profiles

2022 Media kit

Web editorial & community

WE ARE THE PREMIER DIVING WEBSITE

We are the most popular online diving website where over 174k+ consumers get their news or interact with other divers every single day

UNIQUE, DAILY CONTENT, ALL WEEK

We pride ourselves that we don’t just republish press releases, we craft 14+ original pieces of content per week that keep our readers interested

THE ORIGINAL SOCIAL NETWORK

Before Facebook and Twitter our forums were the original social media for divers. We continue to have 200+ members per day actively use the forums

WE ARE WHERE YOUR CUSTOMERS ARE

We pride ourselves on engaging with diving consumers and professionals, who are your customers, no matter where they are - web, mobile, email, app, social or podcast

A GLOBAL AUDIENCE

We have readers and subscribers across the world, and we know how to target the right divers for the right content

2022 Media kit

ios & Android aPP

NATIVE IOS & ANDROID APP

Daily diving content - direct to our subscriber devices. Users get notified of content immediately on publish

BEAUTIFUL CONTENT

Access the full range of DeeperBlue.com journalism, specifically designed for your mobile device

16,000+ USERS

Since relaunch in March 2020, the app has been downloaded 10,400 times and continues to be downloaded 1,000+ times a month

ULTIMATES GUIDES

Our in-depth beginners guides for Freediving, Scuba Diving, Top Dive Sites of the World and Spearfishing are available natively

2022 Media kit

the deeperblue podcast

The DeeperBlue Podcast is your weekly guide to everything happening around the world… underwater. Every Tuesday we’ll cover all the latest news and events about Scuba, Freediving, Dive Travel, and the Oceans.

WORLD CLASS GUESTS

We talk to THE most interesting people in the dive world, from worldfamous underwater pioneers to fearless modern explorers

GLOBAL 5★ REVIEWS

1,200 listeners (and growing every week) tune in every week to hear the podcast and have given us 100% 5★ reviews across the board

MULTI-AWARD WINNING

We’ve had a huge 2021 season winning awards for Best Sports Podcast, Best Lifestyle Podcast and Best Podcast Series

WEEKLY NEWS ROUNDUP

We discuss the latest in the dive and ocean advocate world, giving our honest, unvarnished opinions and commentaries of what is important

10 EPISODE SEASONS

In 2021 we moved to a 10 episode seasons through-out the year which continues into 2022 with exclusive sponsor opportunities

2022 Media kit

HOW DO OUR READERS CONSUME CONTENT

66%

Mobile

Use a mobile device across
mobile browser and native
apps

30%

Desktop

Using a desktop browser to
access our content

4%

Tablet

Using a large format mobile
device

23%
3%
74%
2022 Media kit

READER/MEMBER PROFILE

Freediving
  • 39% hold a Freediving Qualification
  • Top 5 Training Agencies:
    • AIDA International 38%
    • SSI 37%
    • PADI 22%
    • CMAS 12%
    • Apnea Academy 9%
  • 76% Intermediate (Level 2/**) or above
  • 82% own their equipment
  • $250-$500 average spend on equipment in the last 12 months,12% spend more than $1000, 4% over $1500
  • 31% expect to spend over $500 in the next 12 months, 6.5% over $1250
  • 89% Freedive locally, 53% take at least 1 trip abroad
  • $250-$500 average holiday spend per person 37% Spent over $500, 7.5% over $1500
Scuba Diving
  • 92% hold a Scuba Diving Qualification
  • Top 5 Training Agencies:
    • PADI 75%
    • SSI 13%
    • NAUI 10%
    • CMAS 9%
    • SDI 4%
  • 37% Rescue/Sport Diver or above
  • 57% own their equipment
  • $250-$500 average spend on equipment in the last 12 months, 20% spend more than $1000, 9% over $1500
  • 38% expect to spend over $500 in the next 12 months, 7% over $1500
  • 77% Scuba Dive locally, 58% take at least 1 trip abroad
  • $250-$500 average holiday spend per person 43% Spent over $750, 13% over $1500
Spearfishing
  • 91% own their equipment
  • $250-$500 average spend on equipment 12% spend more than $1000, 5% over $1500
  • 91% Spearfish locally, 36% take at least 1 trip abroad
  • $100-$250 average holiday spend per person 24% Spent over $500, 5% over $1500
Underwater Photography/Video
  • 24% Experienced or above, 8% Semi-Pro/Pro 72% own their equipment
  • $250-$500 average spend on equipment in the last 12 months, 10% spend more than $1000, 6% over $1500
  • 28% expect to spend over $500 in the next 12 months, 7% over $1500
2022 Media kit

Why us?

DeeperBlue.com is one of the leading digital media companies in the diving industry, and we match our audience interests to those of our advertising partners such as you.

Our audience is passionate about the underwater world, as are we, and the right advertising at the right time can help get your message in front of millions of eyeballs.

In an industry consumed by clicks and low calorie content, DeeperBlue.com helps your brand go deeper.

The hard sell doesn’t work. We want our audience to “want to share” your adverts and our partner content, so we work hard to craft the right message that will “go viral” and spread the message.

We’ve been working in this medium since 1996 and helped to pioneer diving in the digital media, which means we can bring over 24 years of experience to bear in getting the right results and success for you.

2022 Media kit

RECENT ADVERTISERS

We pride ourselves on working closely with some of the biggest names, as well as helping brand new entrants, in the diving industry

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FLEXIBLE ADVERTISING OPTIONS

Sponsored Content

We introduce your content to our audience. We can produce this content or you can craft it. This can be subtle or direct depending on your requirements

Social Media Posts

We can craft unique social media posts to promote your brand or products with links, images and video to our extensive social media audience

Email

Get your brand in front of our email audience through sponsorship of our weekly emails or a direct email campaign specific to you

Section Sponsorship

High visibility sponsorship of some of our most popular features, guides and forums across all our categories

Banner Adverts

Leaderboard and MPU banners above or below the fold

Podcast Sponsorship

We offer high impact and creative exclusive sponsorship of the DeeperBlue podcast for a whole 10 episode season

Custom Content

We can bring to bear our extensive editorial and marketing experience to develop completely bespoke content in a exclusive mini-site

Competitions

We can run a branded competition for you on our platform

2022 Media kit

MONTHLY PACKAGE OPTIONS

A TRUE PARTNERSHIP

We help provide businesses of all sizes the opportunity to engage with a highly passionate audience across our web, mobile, social and email channels through our cost effective monthly packages.

We offer discounts for upfront commitments to a campaign and we work with our advertisers as partners so we can adjust packages to suit campaign objectives. We truly believe that our brand can help your brand succeed.

Blue Bronze Silver Gold Diamond
1 x Monthly Social Media Post 2 x Monthly Social Media Posts 2 x Monthly Social Media Posts 4 x Monthly Social Media Posts 4 x Monthly Social Media Posts
20,000 Monthly Banner Impressions 30,000 Monthly Banner Impressions 40,000 Monthly Banner Impressions 60,000 Monthly Banner Impressions 100,000 Monthly Banner Impressions
- - 1 x Monthly Sponsored Content Post 1 x Monthly Sponsored Content Post 1 x Monthly Sponsored Content Post
- - - 1 x Weekly Newsletter Sponsorship 1 x Weekly Newsletter Sponsorship
- - - - 1 x Feature Sponsorship
MONTHLY COST more
No Commitment $250 $600 $1300 $2400 $4100
6 Month Commitment $225 $500 $1100 $2100 $3700
12 Month Commitment $200 $400 $900 $1800 $3300
2022 Media kit

A LA CARTE OPTIONS

In addition to our packages, we can offer a la carte options for all our advertising features.

SOCIAL MEDIA POSTS

Social media posts crafted for our audience with links, images or videos that you supply.

Cost: $300 per post to all our major social audiences

SPONSORED CONTENT

Your content introduced to our audience in a native format so it looks like our editorial content.

Cost: $1,000 if you provide content, $1,500 if we write the content

BANNER ADVERTS

High impact display units in leaderboard and MPU formats both above and below the fold.

Cost: $20 CPM for a leaderboard, $25 CPM for an MPU

PODCAST SPONSORSHIP

Exclusive custom and creative advertising for a whole 10 episode season of the podcast.

Cost: $6,000 per 10 episode season, 4 seasons available per year

SECTION SPONSORSHIP

High visibility sponsorship of some of our most populars features, forums and guides including video & photo of the week.

Cost: $500 per month per feature or guide

EMAIL SPONSORSHIP

You can sponsor our daily and weekly emails to our opt-in audience through in email banners.

Cost: $100 per mailing for newsletters across both daily and weekly editions

DIRECT EMAIL

A unique and custom email campaign to our opt-in audience. This bespoke email is developed for your brand exclusively.

Cost: $2,000 per mailing, maximum of 1 per month

COMPETITIONS

We would be happy to help promote your product or service by hosting a contest or giveaway.

Cost: $100 per competition, plus competition prize

2022 Media kit

THANK YOU!

We are a global distributed team with key team members in the UK, USA and Asia. To get in touch with us to discuss any of the options in this media kit, please use one of the options on this page:

www.deeperblue.com

© 2022 All Rights Reserved.