AOL revamps parenting site Parentdish with Comfort as ad partner

Apr 18, 2013 | Content marketing, CPG, FMCG digital marketing food and beverages, Online advertising, Unilever - Research, tips and news for marketers

AOL UK’s dedicated parenting website, Parentdish, has relaunched this week with Comfort as its official advertising partner across all screens. Parentdish is aimed at parents with kids of all ages, and will introduce new advertising products to enable brand campaigns across the site including sponsored blogs and tools and integrated content solutions. Parentdish is the […]

AOL UK’s dedicated parenting website, Parentdish, has relaunched this week with Comfort as its official advertising partner across all screens.


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Parentdish is aimed at parents with kids of all ages, and will introduce new advertising products to enable brand campaigns across the site including sponsored blogs and tools and integrated content solutions.
Parentdish is the UK’s third most popular parenting website, with traffic growing by 35% year-on-year according to comScore.
The new look site has enhanced features and a greater breadth of quality editorial content in a simpler, more user-friendly format.
The homepage has been redesigned with focus on the latest stories and advice, alongside picture galleries, integrated social media feeds, videos and competitions.
The new-look site also features a variety of tools, a blogging network and a baby names finder, as well as offering tips and support ranging from pregnancy all the way through to dealing with teenagers.
The partnership with Comfort will run for three months and will include a homepage takeover, a bespoke Project Devil advertising placement and complete ownership of a brand new section, Is It Just Me? The new section, features honest and entertaining content on the reality of parenting from guest contributors, including parenting author Liat Hughes Joshi, reluctant house dad and Parentdish columnist Keith Kendrick and Pip Jones, whose column Terrible Twos was the inspiration for a children’s book series for Faber.
“From mums and dads to grandparents and childcarers, we want parents across the board to see Parentdish as the place to visit for advice, entertainment and thought-provoking content,’ said Tamsin Kelly, Editor of Parentdish. ‘The relaunch of the site comes at a time when there is a strong appetite amongst parents for quality journalism presented in a visually appealing way.’
“Most parenting websites are targeted at a specific demographic, whether it’s parents of babies or exclusively mums,” said Comfort Assistant Brand Manager, George Whiting. “Parentdish presented us with a unique opportunity to engage universally with people who look after children and their extensive creative offering has enabled us to showcase a range of messages in a highly interactive way.”
www.Parentdish.co.uk

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