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BizReport : Trends & Ideas : January 23, 2007
Conde Nast to Allow User Control of Ads
Will teen girls flip over the ability to choose their own advertising? That is what Conde Nast is betting on with the launch of Flip. The site is their answer to MySpace for teenage girls. The site goes live in February and will give users the ability to pick what ads are shown on their pages and in what form.
PacSun, Nordstrom, Clean & Clear and Vera Wang have already signed on to deliver ads according to MediaWeek. Packages are said to run from $300,000 to $500,000, which means Flip could pull in $2 million before it even launches.
To start out with, the primary ads will be digital images that users can display as they see fit. They can create "Flip Books" with unbranded images. These albums, diaries and scrapbooks can be created within a profile. Once uploaded to the Flip book, the images are revealed as clothing or other items. Clean & Clear will take the ads further by providing word icons that don't display logos or products. Another aspect girls are sure to like is a virtual doodling tool. The tool allows them to write about brands - good and bad - on their website pages.
There will be traditional banner ads in some areas of the Flips site, specifically on the user profile pages, however, the users can still decide which brands will appear on their personal pages.
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