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.”
27-year-old Swede Felix Kjellberg, who goes by the name PewDiePie on YouTube, has found himself at the center of a firestorm.
The explosive growth of video in 2016 makes 2017 an important year for video content and as more publishers are tempted to use it, it’s useful to consider the best strategies to maximise its effectiveness.
Apple has announced that with the next update to iOS 10, they will limit the number of times an app owner can pester a user for a rating.
Last week, PageFair released its 2017 Adblock Report, and the news was not good for publishers and advertisers.