• by Tanya Gazdik , November 14, 2007

Unilever has made a one-year minimum commitment to Warner Bros. Television Group's newest launch, MomLogic.com.

The online destination and cross-platform advertising network is billed by the Burbank, Calif.-based company as the ultimate destination for "thinking moms who don't have time to think."

The innovative deal extends beyond a typical advertiser-platform arrangement to include contextual integration within MomLogic.com and marketing support from Unilever's various channels, says Michael Teicher, executive vice president, media sales, Warner Bros. Television Group (WBTVG).

"It will be a lot more than banners and buttons," Teicher says. "We see this as a much deeper, broader, integrated opportunity for us to partner because there will be content sharing, sponsorship opportunities, video that they may have generated themselves, some long-form ability to do some product demonstrations. So they'll really be integrated."

An online community for mothers of all ages, the site aims to provide them with up-to-the-minute information about how breaking news affects their families. The driving editorial vision behind MomLogic.com is to present a view of the world through the "mom lens," says Lisa Hackner, executive vice president, creative affairs, Telepictures Productions. "We really honor that thinking," she says.

Created by Telepictures, MomLogic.com follows in the footsteps of TMZ.com, the leading entertainment news destination on the Internet and number-one new syndicated television show. "MomLogic has a point of view and has a certain level of irreverence," says Hilary Estey McLoughlin, president, Telepictures Productions. "It's not a parenting site. And it's not sugar-coated. It's really approached in a way where it's about being real, and telling it like it is and saying things that other people are thinking. I think that's been a key to our success with TMZ and I think will be the key to our success with this project as well."

Similar to TMZ, a TV show based on MomLogic is under consideration, McLoughlin says. "We hope to be just as successful with this as we have been with TMZ," she says. "We hope that it's such a powerful brand that it will successfully translate to television. I think from a sensibility and content standpoint, it's clearly something that makes sense."

Sabrina Weill, most recently editor in chief at Seventeen, has been tapped to be MomLogic.com's editor in chief. The MomLogic.com staff will be based in Burbank, with a news bureau in New York. The site will be updated continuously throughout the day, and will include a mix of both original and repositioned content, McLoughlin says.

One of the key elements of the destination's reach is the inclusion of the MomLogic Network, a vertical online advertising network. The network will aggregate inventory from editorially compatible, safe, high-quality sites. It will be powered by Adify, which delivers technology and services for rapidly creating the next generation of focused, brand-driven ad networks.

The MomLogic.com destination and network will be primarily advertiser-supported, with inventory managed by WBTVG's Digital Media Sales group which will leverage its experience in reaching women through sites such as EllenTV.com and TyraTV.com. WBTVG will sell ads that run not only on MomLogic.com, but also on the sites that comprise the MomLogic Network. Advertising.com will assist in capitalizing on the new vertical network, and Advertising.com's Lightningcast will power the video ad serving and the syndication of MomLogic.com branded video content to partner sites.