L90 Broadens Ad Campaign

Online ad technology and network L90 this week launched new portions of its online national print, radio, outdoor and online advertising campaign, focused on positioning the company’s brand and technology as unique and cutting-edge.

The campaign’s national print ads, which have been running for about a year, show a blue rubber duck amid a crowd of standard yellow ducks.

The repetition of a blue figure “standing out” will continue throughout the creative campaign, L90 spokespeople said, with the addition of this month’s phase, featuring a fishbowl filled with yellow goldfish, and a single blue fish.

Company execs said the campaign would demonstrate to potential clients L90’s creativity in marketing itself.

“L90 has been a leader in the online advertising industry for some time now,” said L90 president and chief executive officer John Bohan.

“The ‘Stand Out!’ Campaign features what differentiates L90, which is are our flexible and scalable technology and our ability to create innovative, beyond-the-banner-ad campaigns that reach a targeted audience,” he said.

Bohan said the company also is banking that the ads will position its ad serving and tracking platform, AdMonitor, as a brand differentiator.

“It is imperative that our clients not only witness how L90 creatively brands itself, but also that they understand adMonitor is a necessity in order to effectively stand out on the Web,” he added.

Print and online ads will run in Internet and advertising trade publications through 2001, the company said.

Throughout the next month, L90 also will run similarly themed spots in the San Francisco and Los Angeles markets, and on National Public Radio. During the same time, the company also plans to roll out poster kiosks in New York City.

The company declined to disclose how much it spent on the campaign, creatives for which were designed in-house.

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