HEARST MAGAZINES DIGITAL MEDIA PARTNERS WITH PICTELA TO DEPLOY HIGH DEFINITION OPA AD UNITS
NEW YORK - JUNE 28, 2010 - Hearst 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," said Kristine Welker, vice president of sales and marketing, Hearst Magazines Digital Media. "We are thrilled to be the first publisher to take this partnership beyond advertising and into our expert content as well as one of the first to offer OPA's new high impact units."
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; and teen sites MisQuinceMag.com and RealBeauty.com. Hearst Digital has also acquired Q&A platform Answerology.com; teen sites eCRUSH.com and eSPIN.com; social shopping site Kaboodle.com, and consumer health site RealAge.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