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Hearst Magazines Digital Media Partners with Pictela as the First Magazine Publisher to Deploy IAB Portrait

May 3, 2011

Hearst Magazines Digital Media Partners with Pictela as the First Magazine Publisher to Deploy IAB Portrait

Premium ad unit, composed of multiple innovative and functional consumer applications, proven to generate unprecedented engagement metrics

NEW YORK--Hearst Magazines Digital Media (HDM), a unit of Hearst Magazines, today announced it is the first third-party publisher to partner with Pictela, a unit of AOL, Inc. (NYSE: AOL) and a global platform for distributing high-definition brand content and advertising, to deploy the IAB Portrait ad unit. HDM will leverage this robust, multi-platform ad unit across its vast network of digital properties including,,,, and

Until now, IAB Portrait has been running exclusively on AOL websites including StyleList, Moviefone and AOL Travel. Launched in September 2010, the IAB Portrait unit has generated unprecedented results. Engagement levels on IAB Portrait ads are significantly higher than that of industry standard rich media banners: consumers spend an average of 47 seconds more with an IAB Portrait ad (236%) lift; they also play 24 seconds more of video (100%) lift.* At 300X1050 pixels, IAB Portrait integrates the functionality of three applications, granting users access without leaving the page.

"Pictela has proved to be a highly strategic partner for Hearst, starting when we worked with them last year on the IAB Pushdown units," said Kristine Welker, chief revenue officer, Hearst Digital Media. "Pictela continues to create high-quality, innovative ad solutions that drive measurable results, and we're thrilled to be the first magazine company to offer these premium ad units."

In February 2011, the IAB Portrait unit was recognized as an IAB Rising Stars ad unit. Agencies, marketers and publishers recognize IAB standard ad units as the foundation of modern digital marketing communications. Seven of the IAB ad units compose approximately 80 percent of all online ads served in the U.S. The unit was chosen as a rising star because of the 'state-of-the-art functionality' and its 'large, creative-friendly canvas that balances well with page content.'

"Hearst has been a key partner for Pictela for more than a year and is a true innovator in premium formats," said Greg Rogers, CEO, Pictela. "We're thrilled that Hearst is the first publisher to take the IAB Portrait ad unit." He added, "Hearst aligns very well with our brand advertisers, and we share many of the same clients."

"Hearst is one of the premier publishers in the media industry, and we're delighted to be working with them on premium formats," said Tim Armstrong, chairman and CEO, AOL. "This is a milestone moment for the IAB Portrait ad unit and for AOL. Brand advertisers now have an ad solution that allows them to leverage all their brand assets and really drive incredible consumer engagement. It's a critical step in the aesthetic revolution across the Web, providing the best online experiences for users, publishers and advertisers."

Procter & Gamble is running the IAB Portrait ad unit across multiple Hearst brands including,, and The ad, a part of the company's future-friendly program that helps consumers save energy, conserve water and reduce waste, shows a gallery of their products including Tide Coldwater, Duracell Rechargeables, Pampers Cruisers and a video entitled Little Acts. Meaningful Impact.

*Sources: IAB Portrait Q1'11 Performance Benchmark Report, AOL Internal Data; Unicast Industry Benchmark Report, Q1-Q4'10 (most recent industry data available)


Launched in March 2006, Hearst Magazines Digital Media, a unit of Hearst Magazines, is dedicated to creating and implementing the digital strategy for Hearst's magazine brands and other sites, which serve the company's consumer audience. The unit has launched, re-launched or acquired 24 Web sites and 11 mobile sites for brands such as Cosmopolitan, Esquire, Good Housekeeping, Marie Claire and Seventeen, as well as digital-only sites such as, a food site in partnership with MSN;;;; social shopping site; and consumer health site Hearst Magazines has published more than 70 applications and digital editions for the iPad, iPhone and iPod Touch, as well as the Droid platform.


Pictela is a global platform for distributing high definition brand content and advertising. Pictela units support videos, photos, text and applications. Since launching in 2009 with Disney and American Idol, Pictela has experienced rapid growth with clients across Retail, CPG, Automotive, Travel and Entertainment. Its technology has been certified by premium publishers and approved by top social networks. Pictela was acquired by AOL in December 2010. For more information visit


For additional media assets regarding this partnership, including a video, screenshots, executive headshots and approved executive quotes, please visit

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Hearst Magazines
Lisa Israel, 212-649-2581

Michael Volpatt, 415-994-8864

Caroline Campbell, 917-606-4772