Fashion and Beauty Advertisers Shine Online [Press Releases and Press Coverage]

Fashion and Beauty Advertisers Shine Online

Clinique, Diesel and Feria are amongst the advertisers that joined ZOOZOOM as they re-launched their Webby award-winning online fashion magazine. Each advertiser presents a unique rich media ad that takes advantage of ZOOZOOM's elegant, non-intrusive advertising design and delivery system.

Since its inception five years ago, privately financed ZOOZOOM has been a pioneer in the world of digital publishing, consistently producing the type of photographic content found in high-end fashion magazines while exploring the potential of video, sound and animation. From the beginning it has been unashamedly a broadband site. The one thing they haven't had is advertising, so why is ZOOZOOM now opening its doors to advertisers?

"There is no single reason, but the following list of statistics and demographic information paints a compelling picture of a young, affluent female audience which demands quality and is moving away from magazines", says ZOOZOOM Publisher David McIntyre.

There are: 63 million broadband users; 55% of home users are surfing using broadband; internet users between the ages of 25 and 34, with household incomes over $75,000 are the most active surfers; 30 percent of these upper-income early adopters are women; women are spending less time reading magazines and more time online; women out- spend men online; women shop for luxury; and high-end brands are consistently the most searched for brands on the web.

ZOOZOOM believes its patent pending ad design and delivery system is a major step forward in the evolution of online advertising. People have been trying to solve the problem of advertising delivery with technology, ZOOZOOM's approach has been to use good design.

Alongside good design, ZOOZOOM has been grooming great editorial contributors and has invested heavily in creative talent to produce a magazine that is a suitable environment for advertisers.

One of the problems that ZOOZOOM has faced in attracting advertising is that it is unique. No one else has this format so advertisers are reluctant to spend money reformatting their ads for a single outlet. To combat this ZOOZOOM has set up an in-house design department charged with reformatting existing ads from other media into the ZOOZOOM full screen rich media format.

With the Diesel ad that is currently running they took a print ad and added some subtle animation and interactive sound. In the first week the ad was getting a 10% click-through, but that is not the aim. The full-screen format is about branding branding and more branding; click-throughs are the icing on the cake. 'The truth of any advertising is that people buy when they are ready to buy. The advertisers' mission is to be in the consumers' mind when the shopping bug bites. If you're checking out ZOOZOOM and you see the Clinique ad and start humming along with the song 'Happy Together', guess what? The ad's working.' says VP of Design Mike Hartley.

ZOOZOOM call it branding PLUS, and they believe that as time goes by it will become the de-facto model for online advertising.

David McIntyre
Publisher
ZOOZOOM