Hearst Magazines Partners With AOL's Pictela Ad Unit
(Press Release) New York, May 3, 2011—Hearst Magazines Digital Media (HDM), a unit of Hearst Magazines, today announced it is the first third-party publisher to partner with Pictela, a unit of AOL, Inc. and a global platform for distributing high-definition brand content and advertising, to deploy the IAB Portrait ad unit. HDM will leverage this robust, multi-platform ad unit across its vast network of digital properties including cosmopolitan.com, esquire.com, goodhousekeeping.com, marieclaire.com, redbookmag.com and seventeen.com.
Until now, IAB Portrait has been running exclusively on AOL websites including StyleList, Moviefone and AOL Travel. Launched in September 2010, the IAB Portrait unit has generated unprecedented results. Engagement levels on IAB Portrait ads are significantly higher than that of industry standard rich media banners: consumers spend an average of 47 seconds more with an IAB Portrait ad (236%) lift; they also play 24 seconds more of video (100%) lift. At 300X1050 pixels, IAB Portrait integrates the functionality of three applications, granting users access without leaving the page.
"Pictela has proved to be a highly strategic partner for Hearst, starting when we worked with them last year on the IAB Pushdown units," said Kristine Welker, chief revenue officer, Hearst Digital Media. "Pictela continues to create high-quality, innovative ad solutions that drive measurable results, and we're thrilled to be the first magazine company to offer these premium ad units."
In February 2011, the IAB Portrait unit was recognized as an IAB Rising Stars ad unit. Agencies, marketers and publishers recognize IAB standard ad units as the foundation of modern digital marketing communications. Seven of the IAB ad units compose approximately 80 percent of all online ads served in the U.S. The unit was chosen as a rising star because of the 'state-of-the-art functionality' and its 'large, creative-friendly canvas that balances well with page content.'
"Hearst has been a key partner for Pictela for more than a year and is a true innovator in premium formats," said Greg Rogers, CEO, Pictela. "We're thrilled that Hearst is the first publisher to take the IAB Portrait ad unit." He added, "Hearst aligns very well with our brand advertisers, and we share many of the same clients."