aolprojectdevil

AOL Plans to Roll Out Project Devil Ads to Non-AOL Sites

  |  October 22, 2010   |  Comments

The next step will be the placement of the units on an additional eight AOL sites next month.

aolprojectdevilAOL is gradually rolling out its giant multimedia Project Devil ad units across its own properties, but the firm has even bigger hopes for the ad experiment. Ultimately, the company aims to deliver the units on non-AOL sites, too. The next step leading in that direction, however, will be the placement of the units on an additional eight sites next month.

AOL introduced the Devil ads - which enable features like video, mapping, and social media functionality - on just two of its properties, Moviefone.com and StyleList.com, in September. The publisher will add another eight of its sites to the short list in November, according to Dirk Freytag, SVP at AOL and CEO of its ad management platform company, AdTech. AdTech powers ad serving and management on AOL properties and runs ad delivery and management for hundreds of publisher sites in the U.S. and Europe, the bulk of which are based in Europe.

Devil ads for Wal-Mart appeared on Stylelist yesterday, according to an AOL spokesperson. When the product launched, AOL said seven brands would run the units: Cheerios, Lexus, Macy's, Olay, Pillsbury Crescents, Sprint, and Suave Professionals.

AOL is not hurrying the roll out. Since the ads are the sole placement on pages where they appear, the addition of the new units has resulted in fewer impressions, said Freytag. Yet, he said although the inventory volume has decreased, ad revenue has remained the same. The company expects its ad revenue to grow as the Devil promos are disseminated across its sites, he told ClickZ News.

"We're learning," said Freytag, explaining that the extension of the ads will be gradual.

"We need advertisers to understand and accept this is something different," he said, while stating that AOL intends for the initiative to "help the industry."

In its stated goal to help publishers bring in higher ad prices, AOL is taking a similar tack to the Online Publishers Association. The OPA last year introduced new jumbo ad sizes in an effort to generate more premium ad dollars for its publisher members.

If AOL does go through with its plan to extend the Project Devil ads to non-AOL sites, it is unclear whether the firm would use its broad-reaching Advertising.com network to do it. But it seems like the logical approach.

Tags:

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

Kate Kaye

Kate Kaye was Managing Editor at ClickZ News until October 2012. As a daily reporter and editor for the original news source, she covered beats including digital political campaigns and government regulation of the online ad industry. Kate is the author of Campaign '08: A Turning Point for Digital Media, the only book focused on the paid digital media efforts of the 2008 presidential campaigns. Kate created ClickZ's Politics & Advocacy section, and is the primary contributor to the one-of-a-kind section. She began reporting on the interactive ad industry in 1999 and has spoken at several events and in interviews for television, radio, print, and digital media outlets. You can follow Kate on Twitter at @LowbrowKate.

COMMENTSCommenting policy

comments powered by Disqus

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

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

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.

Resources

Jobs

    • Digital Marketing Analyst
      Digital Marketing Analyst (GovLoop) - Washington D.C.Are you passionate about audience acquisition? Love effective copy and amazingly effective...
    • Product Specialist
      Product Specialist (Agora Inc. ) - BaltimoreDescription: The Product Specialist is hyper-focused on the customer experience and ensures that our...
    • Partnerships Senior Coordinator
      Partnerships Senior Coordinator (Zappos.com, Inc.) - Las VegasZappos IP, Inc. is looking for a Partnerships Senior Coordinator! Why join us? Our...