AOL Launches 9.0 Online Ad Push

  |  October 13, 2003   |  Comments

UPDATE: The company bills it as its largest online advertising effort to date, including a two-day blitz to reach 80 percent of Web users.

America Online said on Monday it would launch its biggest online advertising campaign ever to support the release of AOL 9.0 Optimized.

The campaign will kick off Wednesday with a two-day blitz AOL reckons will reach 80 percent of Web users. The push consists of rich media ads on sites like Weather.com, USAToday.com, MarketWatch.com, as well as AOL sites like CNN.com and MapQuest. AOL will achieve its reach without advertising on Yahoo or MSN.

AOL said the campaign, running through the end of the year, would be its largest ever in both reach and budget. Spending levels were not disclosed.

AtmosphereBBDO, AOL's interactive agency of record, designed the campaign to key off AOL's TV efforts. Those ads feature celebrities like wrestler-turned-politician Jesse Ventura touting specific virtues of AOL 9.0, such as spam filters and parental controls. Likewise, the online executions each focus on a specific feature, along with the tagline "Life needs." An online ad for AOL's spam controls carries the line "Life needs less aggravation." The ads are also keyed to their host site's audience -- ads on weather sites tout 9.0's weather features, while those on iVillage trumpet parental controls.

Omnicom's BBDO replaced longtime AOL agency Gotham and promptly mothballed its "So easy to use, no wonder it's No. 1" tagline. Instead, BBDO rolled out a saucy campaign in March to push AOL's broadband offering.

The online ads play off the TV executions, both in tone and with the prominent use of the AOL "Running Man."

"Integration is hard," said John Lane, AOL's vice president of online marketing. "Anyone who thinks differently hasn't done integration."

The campaign comes as AOL hopes its new Internet service offering will help it turn the corner. The company has made a point to reach out to advertisers and agencies in recent months, with AOL's ad chief Lisa Brown going so far as to apologize for the company's prior arrogance.

"AOL is reconfirming its commitment to the online marketing industry as a way to grow its business," Lane said.

A further step in the rejuvenation process was confirmed today with the announcement that AOL has only a few more days in the corporate name. On Thursday, the company's official name will revert to Time Warner and the "TWX" ticker symbol. The company announced the change last month.

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

ABOUT THE AUTHOR

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

    Information currently unavailable

Jobs

    • Interactive Product Manager
      Interactive Product Manager (Western Governors University) - Salt Lake CityWestern Governors University, one of the 20 largest universities...
    • SEO Senior Analyst
      SEO Senior Analyst (University of Phoenix (Apollo Education Group)) - San FranciscoSEO Senior Analyst   Position Summary...
    • SEM & Biddable Media Manager
      SEM & Biddable Media Manager (Kepler Group LLC) - New YorkAs an Optimization & Innovation Manager at Kepler Group, you will be on the bleeding...