Online TV and Social Network Targets Teen Girls

A new Web site oriented to the lives of 13 to 17 year old girls is presenting itself as a new kind of Internet entity, and one with a unique advertising model. DayZ Loop, at DayZloop.com, is not only creating video content focused on teen girl issues, but also providing users with meeting rooms to have online chats, post to blogs or read written articles.

“What differentiates us is we’re not just a social networking site, not just an educational site, and not a ‘one-off’ of a teen magazine or a traditional TV network. We are an entirely separate entity,” said Renee Steiger, vice president of sales and strategic alliances for DayZ Loop. “We want to put good content out there. Relevant information for teen girls ranging from fun stuff like ‘What do you do if you’ve got a bad haircut,’ to very serious things like dating and eating disorder issues that are relevant to teen girls.”

And while the teenage girl dynamic may be a lucrative one for advertisers, DayZ Loop is not accepting standard banner ad traffic or pre-roll videos, but instead is attempting to woo advertisers to pay for sponsorships, providing contest rewards or even integrating their brand with content to be shown on the site.

“Because of the nature of our offering, we do not in any way want to subscribe to banner ads. We don’t want this to become a blatant advertising platform. We’re looking for a subtler, more integrated approach,” said Steiger.

In addition to video miniseries, DayZ Loop also provides six channels, with names like Cash-Flow and Deco, that focus on topics ranging from health care to financial advice. As each relates to specific topics, Steiger intends to sign sponsors relevant to individual categories.

“For those topic areas, we would be producing shows and also writing articles that either substantiate or augment the TV shows. If girls want more information they can go into the articles, so we would be looking for a corporate sponsor in the finance area, for example a bank, or insurance company,” she said. “Most of the large companies, or at least the ones we’re talking to, are socially responsible companies and do want to educate young people, and recognize the buying power of teens.”

DayZ Loop declined to identify specific advertisers it’s talking with, but Steiger said a supermarket chain may sponsor the health and wellness channel, while a make-up company is set to sponsor an ongoing contest to send two winners to Hollywood for a make-over.

In addition to sponsorship, DayZ Loop also charges a credit card subscription fee of $30 per year to its viewers, which is also intended to help keep online predators away. The site works by referral, so only users that have been invited by other members can join. DayZ Loop also has a security staff watching the site for questionable keywords, and provides the members with special buttons to click if they feel someone is approaching them in an uncomfortable way.

DayZ Loop also has its eyes on the mobile space, says Steiger, but will have to wait until wireless networks mature.

“Because we’re so video and graphics intensive, our platform is not well suited yet for a mobile phone… The networks just will not support that media well today,” she said. “The average teen girl only goes online once a day, but we all know they are on their cell phones all the time. So that adds a whole new dimension to our reach.”

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