iVillage taps Modem for brand ads

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iVillage tapped Modem Media for its first ad campaign, joining a growing list of Web media companies seeking outside promotional help.

iVillage, New York, chose Modem, Westport, Conn., from a pool of a dozen agencies and Web shops for a $2 million effort including Web and print advertising. iVillage runs the Parent Soup site on America Online and the Web and About Work, already on AOL and scheduled to hit the Web Aug. 15.

Finalists for the account were Bronner Slosberg Humphrey, Boston, and SiteSpecific, New York.

iVillage will test Web creative this month and launch its campaign in September. Print ads will appear for 12 months in NetGuide, starting with the October issue.

SECOND MEDIA CLIENT FOR MODEM

iVillage is one of two media clients at Modem, which also is creating Web ads for Reader's Digest. John Nardone, Modem's director of media and research services, said the iVillage ads will "bring a little piece of the site out on the Web and let [users] sample it."

Hearst New Media worked with i-traffic, New York, on a branding campaign for HomeArts that generated click-throughs in the 25% range, compared with 10% for other ads.

Mr. Nardone predicted more media sites will conduct online campaigns, calling the work "a huge hole in the marketplace" for agencies to fill.

Copyright August 1996 Crain Communications Inc.

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