Nick Conceives Ad Network For Expectant Parents To Parents Of Teens

by , Feb 20, 2008, 7:45 AM
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Nickelodeon doesn't see why couples should wait until they're parents to learn more about parenting.

Nickelodeon/MTVN Kids and Family Group has acquired Babunga.com, a network of pregnancy-focused parenting sites that will be integrated into Nickelodeon's ParentsConnect.com. The acquisition will further broaden Nickelodeon's reach in the parenting space through pregnancy- focused sites including babynamesworld.com, 3dpregnancy.com and wikiparenting.com.

The new ParentsConnect Network, anchored by Nickelodeon's ParentsConnect Web site, will give marketers opportunities to reach a broad audience ranging from parents-to-be to parents of teens. A Nickelodeon spokesperson said no advertisers have committed since the announcement of the network essentially launched it "so we are in the marketplace now to advertisers."

"The ParentsConnect Network brings even greater scale to our partners and their marketing messages," said Nada Stirratt, executive vice president, MTV Networks Digital Media. "The Network will allow our advertisers to reach a wider parenting population through a selection of high-quality, targeted sites."

The Babunga acquisition will integrate the leading independent network of Web sites that target pregnant woman into Nickelodeon's ParentsConnect, and establish it as one of the premiere destinations for expecting parents.

Babynamesworld.com is one of the most popular pregnancy Web sites and is the world's top baby-naming Web site, reaching 1.1 million unique visitors (comScore, December 2007), and features 27,000 baby names. Babunga.com also includes: 3dpregnancy.com, which allows expecting moms to track their pregnancies with weekly information on the pregnancy experience; and Wikiparenting.com, which reaches those who are either expecting or already have kids, and want information on subjects from getting pregnant to raising kids.

Nickelodeon's ParentsConnect offers features like the GoCityKids local city guide for family activities; personalized profiles that help parents connect with each other; daily tips for all ages and stages; expert parenting advice; and guest celebrity editorials. It will also introduce features, such as a digital multimedia scrapbook and a quick and healthy meal-planner.

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