(14 November 2007 7:00 pm)

MUMBAI: The Warner Bros. Television Group (WBTVG) in the US continues its expansion into the digital content landscape with the launch of MomLogic.com.

This is an online destination and cross-platform advertising network created as the ultimate destination for moms, built by moms, with Unilever as the charter sponsor.

Warner Bros. Television Group president Bruce Rosenblum says, "This is a natural progression of Warner Bros. Television Group's digital strategy. We looked at the online landscape and recognized that there was a tremendous opportunity to reach an audience that we believe is currently underserved in the marketplace. Mothers, as a group, represent enormous buying power and influence across a variety of major consumer categories".

MomLogic.com is an online community for mothers of all ages which will provide them with honest, up-to-the-minute information about how breaking news and information affects them and their families in an ever-changing world. The driving editorial vision behind MomLogic.com is to present an authentic view of the world through the 'mom lens.'

MomLogic.com is a place where women can dare to be 'perfectly imperfect' and to say out loud what most moms only think to themselves. The site is intended to be a social, informational and entertainment destination for mothers, from birth to empty nest, who all have one thing in common – lack of time. MomLogic.com understands that in a society of information overload, moms need a resource and a community that understands what is important to them.

Created by Telepictures Productions, MomLogic.com is WBTVG's next venture into targeted digital content, following in the footsteps of TMZ.com, an entertainment news destination on the Internet and syndicated television show.

With MomLogic.com's launch, WBTVG is further developing and innovating its business model of ad-supported, video-on-demand properties that host unique programming. WBTVG is committed to creating and producing content across all of its divisions designed specifically to keep up with the evolving digital entertainment and media landscape.

The key launch advertising partner for MomLogic.com is Unilever. Expanding upon the rich and prosperous relationship between the worldwide packaged goods giant and WBTVG's Media Sales unit, 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.

Unilever director, media buying Jon Stimmel says, "MomLogic further extends our desire to interact with moms in a relevant, engaging and entertaining forum. Our brands have been utilizing social media amongst our core targets and MomLogic would help us connect to what's most important to mothers and their families."

The MomLogic Network will aggregate inventory from editorially compatible, safe, high-quality sites that reach moms, women and parents. Through links and content features, this network will give the MomLogic audience an easy way to discover compelling sites and content that share the MomLogic sensibility.

It will provide advertisers an opportunity to broadly reach their target consumers across safe, branded and quality niche sites. The network will be powered by Adify, which delivers technology and services for rapidly creating the next generation of focused, brand-driven ad networks. Examples of these publisher-partners are BarbaraK.com, the couponmom.com and kidproofusa.com.

The MomLogic.com destination and network will be primarily advertiser supported, with inventory managed by WBTVG's Digital Media Sales group, which has quickly emerged as a leader in high-quality online brand advertising sales and which will utilize its specific expertise in reaching women through existing sites such as EllenTV.com and TyraTV.com.

WBTVG will generate revenue by selling ads that run not only on MomLogic.com but also on the sites that comprise the MomLogic.com Network. In doing so, WBTVG says that it is creating an extended network that advertisers will benefit from by creating sponsorship opportunities – targeted by demo and behaviour – beyond the MomLogic.com destination.

This new business extends WBTVG's strategic relationship with Advertising.com. Advertising.com will assist in monetising the breadth of the new vertical network, bringing along its trademark set of targeting and ad performance tools. Also, Advertising.com's Lightningcast will power the video ad serving and the syndication of MomLogic.com branded video content to partner sites.