America Online has released some details on the integrated ad campaign it launched in August to promote its public content.
The company tapped Carat Fusion for search engine marketing and optimization, and OMD handled media planning. Atmosphere BBDO did online creative, including numerous rich media executions.
The rich media units, designed to highlight specific sites and services on AOL, are grouped into four themes: “entertainment,” “finding news and information,” “convenience and getting things done,” and “connecting with others.” The ads created for each bucket mention AOL features that fall under that theme. For instance, the copy for one “entertainment” ad goes, “Music. Movies. TV. The best free entertainment. On demand. Now.”
These ads will run through the end of the year on approximately 100 sites. Creative executions touching on various themes will run on sites like CNET and eBay, while category-specific ads will appear on iFilm and theStreet.com.
The Martin Agency handled the offline campaign. Ads appearing in print, broadcast and outdoor formats will target “those who may not be online every day,” the company said.
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