Wednesday, January 31, 2007

Creative Freedom on

Check out a fresh outlook towards advertising from my friend Joanna Karogiannis at Conde Nast:

If you thought you would never be able to control the ads you see think again. Read the article below about Conde Net's new teen website.Flip, Conde Nast's answer to MySpace for teen girls that goes live Feb. 6, will offer its users the ability to choose what advertising they see and in what form. According to MediaWeek, CondeNet has signed on five premiere sponsors, including PacSun, Nordstrom, Clean & Clear and Vera Wang. Sources said packages between $300,000 and $500,000 were offered - indicating the site will pull in some $2 million before launch.The primary ad units on Flip will be nonbranded digital images that members can use however they'd like to populate "Flip books" - which act as photo albums/diaries/digital scrapbooks that a user creates within her profile.For example, Nordstrom will provide images of models wearing apparel that girls can paste in their Flip books; they are revealed to be Nordstrom clothing only when users click on them.There are traditional banner ads in some parts of Flip, including on individual profile pages. But even on those pages the users decide, during the setup phase, which brand's ads will appear.

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