Hearst’s Kaboodle Gets an Ad Insert

By Steve Smith

Taking a page (several pages, actually) from offline media, Hearst-owned shopping site Kaboodle introduces an interactive weekly ad circular this week. A new “Sales and Stores” channel at the site includes a Target-branded SmartCircular that looks like a newspaper insert but behaves more like a Web site. Visitors leaf through the pages of the circular and can click on any item to have it saved to their “Weekly Shopping List” that Kaboodle users create to bring to the store later. The project is a partnership between Hearst Magazines Digital Media and Gannett subsidiary ShopLocal.

The SmartCircular is integrated with the Kaboodle platform so visitors can sort and filter offers by category and add them to their shopping lists. The campaign includes ad units that will run on Kaboodle and other sites in Hearst’s network. In addition to its branded magazine sites like MarieClaire.com and Seventeen.com, Hearst’s portfolio of digital properties also includes TheDailyGreen.com, eCRUSH, Delish.com and the newly beta-launched RealBeauty.com.

In recent months a number of content sites have launched programs designed to bring their content closer to the tip of the purchase funnel in order to demonstrate the ROI of digital marketing and advertising for in-store sales. ShopLocal CEO Vikram Sharma says, “ShopLocal’s SmartCircular is a natural step in the shopping process and the last mile to purchasing, by influencing consumer choice of stores to shop and driving sales both online and in the store.”