Community website MyVillage.com is giving health and beauty company Garnier an exclusive presence on every page of the MyVillage.com network of websites. The website claims it is a “completely new” approach to online advertising.
Garnier will promote its Ambre Solaire range to MyVillage.com’s 300,000 unique users, without having to compete with any other advertisers. The two-month deal is effectively a form of sponsorship.
Traditionally, content owners have tried to satisfy a number of advertisers simultaneously. By dedicating all media space on every page of the MyVillage.com network to Garnier’s campaign and creating related editorial content, MyVillage hopes to guarantee appropriate traffic, audience and content.
Roifield Brown, managing director of the MyVillage.com network, says: “Our offering to the advertising community does not rely on strategic placement of banners, pop-ups, pop-unders or the like, but in the creation of rich and relevant content placed in front of the relevant demographic groups at the right time.”
Brown says the move is set to change online spending habits by enabling selected brands to support monthly strategic projects and campaigns with category-wide editorial, banners and content-rich material.
MyVillage has already lined up a second such deal with Honda.