Cheerios, Lexus Among First Brands to Use AOL's Bigger Ads [Video]

  |  September 27, 2010   |  Comments

Among first advertisers are two General Mills brands and Columbia Pictures film "The Social Network."

New York, NY-- AOL unveiled the first round of brands that will use its new super-sized ad formats, reported here last week. Among them are General Mills brands Cheerios and Pillsbury Crescents, Columbia Pictures' "The Social Network," Lexus, Macy’s, Procter & Gamble’s Olay, Sprint, and Unilever’s Suave Professionals.

Jeff Levick, AOL's president of global advertising and strategy, took the stage at the Interactive Advertising Bureau's MIXX conference to promote the new ads (scroll for video), which take up half the real estate on a Web page, sharing the screen space almost equally with editorial content. They are visible today on two redesigned AOL sites: Moviefone.com and StyleList.com.

Websites, Levick said, are in need of a major redesign to allow for a better experience.

"It's about making the Web a more beautiful place for consumers to engage and connect," he said. "The majority of investment on the Web has been focusing on the plumbing – the data, insights, targeting. There has been little time and money spent on the aesthetics of the experience."

Wenda Harris Millard, chief operating officer at MediaLink, warned that marketers must adapt. "We going to lose the consumer…if the consumer is not front and center in the conversation [about advertising]," she said. "The reality is, the best media plan in the world with the most sophisticated targeting does not mean that much unless we produce commercial messaging that compels the reader to do something, feel something."

Tags:

ClickZ Live Chicago Learn Digital Marketing Insights From Leading Brands!
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda, or register and attend one of the best ClickZ events yet!

ABOUT THE AUTHOR

Anna Maria Virzi

Anna Maria Virzi, ClickZ's executive editor from 2007 until 2012, covered Internet business and technology since 1996. She was on the launch team for Ziff Davis Media's Baseline and also worked at Forbes.com, Web Week, Internet World, and the Connecticut Post.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

    Information currently unavailable

Resources

Jobs

    • Executive Assistant
      Executive Assistant (Agora Inc. ) - BaltimoreAgora Inc., an international publishing company, located in the Mt. Vernon district of Baltimore, MD...
    • Paid Search Specialist
      Paid Search Specialist (Boathouse, Inc.) - Waltham  Boathouse is looking for a Paid Search Specialist to work as a part of the Digital Acquisition...
    • Paid Search / Search Engine Marketing (SEM, PPC) Specialist
      Paid Search / Search Engine Marketing (SEM, PPC) Specialist (HeBS Digital) - New YorkJOB TITLE:     Paid Search / Search Engine Marketing...