Today AOL announced that we have expanded our Premium Formats suite to the smartphone and tablet. After launching Project Devil for desktop just eighteen months ago, the beautiful, engaging, content-rich ad formats that are powered by the award-winning Pictela technology will now be available on mobile devices. We are simplifying premium digital advertising and offering marketers the ability to serve the same brand content experience across multiple devices.

Mobile Premium Formats are built using applications similar to those currently available for the desktop. Each ad unit includes three apps. At launch, the applications for an advertiser to choose from are:

  • Photo Gallery – Allows advertisers to tell their brand story through beautiful, high-quality images of products or messages. Up to nine images can be featured in a carousel that can be swiped through to see the next image.
  • Video Gallery - Displays stunning HD content and provides advertisers with another platform to utilize TV spots and other video content that has already been produced.
  • Content feed – Advertisers can include proprietary feeds to highlight company news and updates for consumers.
  • Facebook feed - Displays content from a brand's Facebook page in a scrollable-list to provide real-time conversation updates.
  • Twitter feed - Displays content from a brand's account or a chosen hash-tag in a scrollable-list to provide real-time conversation updates.


Additional apps will be incorporated into this mobile offering in the coming weeks. Similar to the desktop browser experience, every high-definition experience within the ad unit can be navigated without leaving the page. The functionality takes into account the tactile nature of mobile devices, and allows users to swipe and tap to see more content which can be updated instantly during a campaign.

Advertising inventory will be available across AOL's Owned & Operated mobile web properties and apps, as well as across third party mobile inventory through Advertising.com. This technology is available for iOS 4.0+ and Android 2.2+ in the U.S. and Canada.