Cheerios, Lexus Among First Brands to Use AOL's Bigger Ads [Video]
Among first advertisers are two General Mills brands and Columbia Pictures film "The Social Network."
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.”
More about:
Lucy helps organizations leverage knowledge for in... View Tech Talk
TVSquared is the global leader in cross-platform T... View Tech Talk
Grata is a B2B search engine for discovering small... View Tech Talk
Streaming has become a staple of US media-viewing ... Download Now
Data is the lifeblood of so many companies today. ... Download Now
This report documents the findings of a Fireside c... Download Now
Customers decide fast, influenced by only 2.5 touc... Download Now
Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...
View resourceData is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...
View resourceThis report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...
View resourceCustomers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...
View resourceIn 2015, Verizon purchased AOL for $4.4 billion. Now, the mega wireless carrier is leveraging its wireless network as part of a new ad offering called...
View articleAs the world becomes more smartphone-centric, failing to master mobile marketing is no longer an option. Here are some of the best and worst ad format...
View articleDisplay is a long way from dead. In fact, new technology is making it possible for traditional display to be more beautiful and engaging than ever wit...
View articleAdvertisers have long used Flash to make interactive ads online, but the IAB is going to ditch Flash for HTML5 as the new industry standard. Read More...
View articleTo compete with Google and Facebook, Microsoft and AOL are training one another on their respective strengths: content and programmatic. Read More...
View articleThe move is expected to open up additional private exchanges, although insiders are not sure all media buyers will follow suit and shun open exchanges...
View articleAOL's $90.7 million acquisition of Gravity to personalize ads and editorial is good news. But is it good enough to enable it to compete with the likes...
View articleProject Devil 2 features templates with applications tailored to specific verticals like retail, entertainment, consumer-packaged goods, finance, auto...
View article