CondeNet's Teen Girl Site Flip Will Let Users Control Advertising

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Teen girls intrigued by CondeNet’s Flip will find they have more control over advertising than on most ad-supported sites. MediaWeek reports that the publisher and its advertisers are on the same page with the notion. The site, slated to go live officially Feb. 6, has five premiere sponsors including PacSun, Nordstrom, J&J’s Clean & Clear and Vera Wang, but no one’s saying how much ad revenue that represents. MediaWeek says sources put the packages between $300,000 and $500,000 so it could have $2 million committed already. The intriguing aspect here is the control users will have over the ads and the form some ads will take. Girls will be able to decide which brands they see for the traditional ads. There’s also a kind of DIY product placement fitting in with the notion of “Flip books”; as the users create their books they’ll have access to items like Nordstrom-supplied images of models that aren’t visibly from the store unless clicked. Clean & Clear will provide logo-and-product-less word icons. Users will be able to write what they think about the products in their books. That user control and influence makes it attractive, an OMD strategist tells MediaWeek. It will be interesting to see how it all actually plays out.

2 Comments

Rebecca

I checked out the site. Seems very scattered. The flip books are really not easy to make. And really how many flip books can one person make? I dunno. I think the jury is still out on this one.

Sylvia K. Dombrowski

As a mother of a 15 yo, imagine how I posture my parenting responses. Now imagine how CondeNet's "Flip Books" will interpret this information for brand advertisers. Perception is reality. Whether or not my daughter likes a specific product or not, it will be her "perception" — her "behavior" that she, in her usual artistic genius fashion, generates in a flip book – invaluable information for ConteNet and its advertisers. How my daughter's eye defines her flip book – visually (and content is part of that visual) — basically – "how she thinks" is the "posture of permission" that CondeNet is seeking to convey/sell to its advertisers. Clever? Absolutely. My daughter's "visual's" speak volumes. All you have to do is check out her magazine-plastered "door" or "walls." Neither ConteNet or its advertisers have had permission to view my daughter's bedroom door or walls. Now they do. Flip Books.

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