In a twist on the traditional "TV first, then web" sequence of launching new commercials, cosmetics maker Coty Inc. has launched - online - an ad for its new perfume, Lovely, writes Reuters (via MediaBuyerPlanner). Coty ran the commercial, starring actress Sarah Jessica Parker, on Vogue magazine's Style.com, hoping to attract a more targeted, fashion-obsessed audience before reaching out to the broader TV market during the winter holiday season.
The move signifies the growing respect that the web is garnering as a marketing venue. "It speaks to how far we've come as a medium that it's important enough to run it first on the internet," said Elizabeth Stafford, head of marketing for CondeNet, the online division of Conde Nast (which runs Style.com).
