Hearst Goes HD in Ads for Gillette Venus

Hearst Magazines Digital Media has partnered with Pictela, a platform that distributes videos, photos, text and applications, to deliver high-definition content within online ads. It aims to enhance the ad experience further by offering HD video in combination with extra-large ad formats, including those released by the Online Publishers Association (OPA) last year.

The first product marketed using the hi-def ads is Gillette’s Venus Bikini Kit – a shaving kit that includes a razor, cartridge and lotion. The campaign launches this month and features fashion designer Shoshanna Lonstein Gruss.

Hearst and Pictela will support two OPA ad units – a 336×700 “fixed panel” and a 970×66 “pushdown” that expands to 970×418 for seven seconds at a frequency of once per day. Hearst and Pictela are also separately launching a specialty large format unit that measures 600×489. Ads will appear across the Hearst beauty and fashion network, which includes sites like Marie Claire and Harper’s Bazaar.

Hearst says Pictela’s hi-def capable platform supports 1280×720 video, which delivers a better HD experience in full screen mode. Hearst also cited statistics from Web developer site W3Schools that said 76 percent of consumers now have monitors that support HD.

“Pictela is the perfect combination of high quality design and portability that enables us to deliver an impactful design experience,” Kristine Welker, VP of sales and marketing at Hearst Magazines Digital Media, said in a statement.

The new ads build on an existing partnership between Hearst-owned Cosmopolitan and Venus. According to Cosmopolitan.com’s Hot Spot site section, readers who send their address and proof of purchase of a Venus bikini product will receive a “cute cosmetic tote, perfect for toting all your bikini beauty products.”

In September, Hearst will deploy an ad-sponsored content program focused specifically on Fashion Week. What’s more, two holiday initiatives will also be supported as sponsored content packages. It was unclear which format will be used in these latter initiatives.

Venus and Gillette are Procter & Gamble brands.