NBC Universal, P&G Open Petsite.com
P&G plans to market its Iams pet food and Febreze air freshener there, and NBC Universal, a unit of General Electric, is promoting some of its programs. But Petside will be open to any advertiser, including companies with products that compete with P&G. "Keeping it narrowly defined as a Procter thing would not let it acknowledge its potential," says Jim Stengel, P&G's global marketing officer.
NBC is selling the ads on Petside as well as across a new "pet ad network" on other sites. The Petside content will also be syndicated onto external social networking sites and video sites.