Hearst Magazines Digital Media today announced that the division has partnered with Pictela, a global platform for distributing high-definition brand content and advertising, to offer hi-def OPA ad units. Venus Bikini Kit will be the first product marketed via these ad units across the Hearst Magazines Digital Media portfolio of Web sites. The campaign will launch in July 2010 and feature swimwear and fashion designer Shoshanna Lonstein Gruss.
“Pictela is the perfect combination of high quality design and portability that enables us to deliver an impactful digital experience,”
Together, Hearst Magazines Digital Media and Pictela will support two OPA ad units. These include the Fixed Panel at 336 wide x 700 tall and the Pushdown at 970 wide by 66 tall that expands for 7 seconds to 970 wide by 418 tall and automatically closes for a 1/24x frequency (controls allow consumers to open and close units).
Separately, Hearst and Pictela will also launch a specialty large format unit. At 600 wide by 489 high, this unit will sit inside editorial and allow marketers to sponsor specific types of content. For example, in September 2010, the Hearst Magazines Digital Media editorial team will deploy an ad sponsored content program focused specifically on Fashion Week. In addition, two holiday initiatives will also be supported as sponsored content packages.
“We are pleased to be deploying these exciting new Pictela units with Hearst,” said Matt Straz, CMO of Pictela. “Hearst has been a key supporter of both the OPA and Pictela and they are an ideal partner to launch this new product. More importantly, by adopting Pictela for sponsored content, Hearst is taking the industry in an exciting new direction.”
Building upon the Cosmopolitan and Venus Bikini Beautiful partnership, Hearst Magazines Digital Media will continue this success with the Bikini Ready program, complementary of its print extension. Cosmopolitan.com will bring Bikini Ready to life and educate the community about the Venus Bikini Kit, engage them with finding the perfect swimsuit videos, provide expert tips, and share their bikini beautiful experience on Cosmopolitan.com as well as the brand’s social media outlets.
About Hearst Magazines Digital Media
Launched in March 2006, Hearst Magazines Digital Media, a unit of Hearst Magazines, is dedicated to creating and implementing the digital strategy for Hearst’s magazine brands and other sites which serve the company’s consumer audience. The unit has launched, re-launched or acquired 24 Web sites and 10 mobile sites for brands such as Cosmopolitan, Esquire, Good Housekeeping, Marie Claire and Seventeen, as well as digital-only sites such as Delish.com, a food site in partnership with MSN; TheDailyGreen.com;
About Pictela
Pictela is a global platform for distributing high definition brand content and advertising. Pictela units support videos, photos, text and applications. Since launching in 2009 with Disney and American Idol, Pictela has experienced rapid growth with clients across Retail, CPG, Automotive, Travel and Entertainment. Pictela technology has been certified by premium publishers and approved by top social networks. The company is led by senior media and technology executives and backed by prominent venture capital investors.
For more information visit www.pictela.com.
About P&G Beauty & Grooming
P&G Beauty & Grooming products help make beauty dreams real for women worldwide and help men look, feel and be their best everyday. With more than 100 brands available in nearly 130 countries, is one of the world’s largest beauty and grooming companies. P&G Beauty & Grooming offers trusted brands with leading technology to meet the full complement of beauty and grooming needs, including Pantene®
For more information about Venus, please visit www.gillettevenus.com.
