Displaying

adap.tv posts

Mar 26th 2014

ONE by AOL: A Fully Integrated Enterprise Solution for Brands, Agencies and Publishers

There's no question that the advertising industry has gone through enormous change in recent years, fueled by an array of technological and cultural shifts – from innovations in how media is bought and sold to the rise of the smart phone, tablets, online video and social networking. It's an exciting moment: As people consume and share content in more varied ways than ever, marketers have multiple new opportunities to understand, reach and engage with their audiences.

At the same time, however, chaos in the ad-tech landscape has reached an all-time high, creating incredible complexities for brands, agencies and publishers attempting to sort through the sprawl of available choices.

ONE by AOL is about to change that.
ONE by AOL

Today, we're excited to unveil our plans to build a new, global programmatic advertising platform for brands, agencies and publishers. ONE, which is in early development, will unite the talent, experience and technological innovation behind Adap.tv, AdLearn Open Platform and MARKETPLACE. It will provide a single, unified, enterprise-level platform for driving powerful brand insight and marketing executions across all screens, formats and inventory types. It will fulfill our vision for advertising's future: an open ecosystem where partners and competitors, publishers and marketers, are all beneficiaries of a more seamless and efficiency-focused technology landscape.

As part of today's announcement made at ad:tech San Francisco, IPG Mediabrands announced its plans to be the charter agency network partner for ONE --reinforcing its commitment to fully automating half of its media investments by 2016. AOL shares the vision with IPG Mediabrands around harnessing the power of data and technology to make smarter, faster decisions that drive client business results.

The holy grail of marketing is helping marketers understand how direct response and brand budgets can interact together. ONE ensures that data powers media selection and allocation, pricing and creative. It is the integrator of media across every screen and the automator of decisions that have long not needed human attention. The goal of a platform like ONE – that is open and that doesn't discriminate – is to enable advertisers, agencies and publishers to unlock much greater value from technology innovation and realize efficiencies simply not possible before.

What do we mean by an open, global ecosystem? It means that marketers who have made a commitment to an external partner for a piece of the ad tech stack can integrate and plug that solution into our platform. This gives advertisers and publishers incredible flexibility with elements like data and attribution, enabling them to see and manage all of their investments on a single platform in real-time.

You may also have noticed a change in our name. As AOL continues its push into the global marketing technology business, the segment formerly known as AOL Networks will now be known as AOL Platforms, reflecting the full power of the reach and deep capabilities behind ONE.

Feb 27th 2014

AOLers Share Career Advice in "Pathways to Success" Series

Equipped with notebooks, questions, and abundant enthusiasm, students from the High School of Telecommunication Arts and Technology headed to AOL HQ yesterday for "Pathways to Success." Held in New York, the event brings tech-interested students together for career advice and exposure.

The invited students attend one of 20 New York City public schools selected for a new program, the Software Engineering Pilot (SEP) - which provides funding to offer a comprehensive curriculum of computer science and software engineering for both girls and boys.

Panelists shared stories and advice, with the goal of exposing students to the myriad pathways available in the tech field. As the speakers wrapped up, a key-takeaway arose: "Keep in touch with the classmates you're with today, as those connections will be helpful in the future - you never know who you'll be connected with later on in life."

"Pathways to Success" is an ongoing AOL program through which we invite students interested in technology to the AOL office for a career panel and tour of the Studio. Stay tuned for future updates and events news by following @AOLImpact.

Jan 13th 2014

Tal Simantov Takes On Expanded Role to Drive International Growth For the AOL On Network

As you know, being No. 1 in video globally is one of AOL's strategic focus areas for 2014. As part of that effort, the AOL On Network has many ambitious goals this year, many of which we covered in the end of year meetings - and international expansion is at the top of the list. We have done a lot of hard work as a team to build our publisher network with unprecedented business deals, to create premium, original content that brands and advertisers want to associate with, to continue to develop state-of-the-art technology platforms and new products for delivering our premium content to consumers, and to further enhance our full video stack with the game-changing acquisition of Adap.tv. Now we're ready to take this strategy to new markets.

Having proven success in the US and Canada (with more than 300% growth this past year!), and with new markets waiting and ready for a premium video experience, I am very pleased that Tal Simantov will be leading our international efforts to take the AOL On brand global as VP, Global Video Strategy. Tal is working closely with Graham Moysey, Head of International, and will unveil our first international launch for 2014 in Q1.

As many of you know, Tal was a co-founder of 5min along with me and Hanan Laschover and led the post-acquisition rebranding of our platform to AOL On. There is no one that knows and understands the DNA of our brand better than Tal, who has served as the AOL On CMO for the past three years; and I know there is no one better to take our brand global. Tal will continue to lead all video marketing while taking on this expanded role. If you are lucky enough to see him during his upcoming international travel, please feel free to congratulate him in person on his new role!

Oct 17th 2013

AOL breaks U.S. video industry records, tops comScore rankings in September

In just one month since we completed the acquisition of Adap.tv, we're proud to announce that both parties are already reaping the benefits.

Earlier today, comScore released the U.S. Online Video Rankings for September; AOL not only tops the list of online video ad properties for the month, but also served up 3.7 billion (yes, that's with a "b") video ads -- the largest number by a single property ever recorded by comScore*.

This is the first public data combining both Adap.tv and AOL as one unit, and these results reaffirm the significance of the acquisition and speak to the bright future that lies ahead in video. Specifically, Adap.tv is uniquely positioned to accelerate programmatic ad buying across a bevy of premium publishers and brand advertisers -- and indeed, it already has.

We recently highlighted our leadership position in programmatic at our first-ever Programmatic Upfront, where five of the top six media holding companies committed to programmatic ad packages with AOL in 2014. Adap.tv was also named by IPG's MAGNA GLOBAL unit as its preferred video technology platform, accelerating the agency's client successes across digital, mobile and linear television. The belief is that by eliminating the many points of friction and manual processes within advertising transactions, we can explode creativity and spotlight the incredible work being done in video advertising.

We've also consistently maintained our ranking as one of the top three premium video content properties on the Web by making good on our promise to utilize a syndication model that makes the economics of video production work for publishers and content creators. To that end, we've recently announced partnerships with content brands like ESPN, Discovery and The Wall Street Journal, and we've launched immensely popular series that have raked in a combined 23M** views to date.

We're pleased to see tangible results, and we're inspired by the speed at which we've grown our video offerings to be one of the best in the business. We are currently seeing a 32% increase in video views year-over-year, compared to 17% growth for the overall industry***, with all signs pointing to strong continued success for video at AOL.

From investing in video advertising to syndicating short-form premium content to launching original programs with well-known talent, we have built a complete solution that brings together both content and technology, arming every edge of the ecosystem with what is needed for the next generation of video.

With that said, this milestone could not have been reached without the work of our brilliant employees and our visionary partners and clients who understand the power of sight, sound and motion in today's media and tech economy.

Thank you -- we are excited to be on this journey with you and look forward to continuing this momentum in 2014.

*comScore, September 2013 U.S. Online Video Rankings, Video Ad Properties Ranked by Video Ad Views
**AOL internal analytics, September 2013

***comScore, Video Metrix Media Trend, September 2012 to September 2013, Video Properties

Sep 6th 2013

AOL and Minteye Partner to Create New Video Ad Unit

At AOL, we're big believers in the power of video advertising – just look at our recent acquisition of Adap.tv, our focus on original programming, and the launch of our Programmatic Upfronts. We're also committed to partnering with outside companies who are creating the most cutting-edge technology to help video advertisers stay one step ahead of consumer behavior.

On the heels of our recent partnership with video enrichment platform Carambola, we're proud to announce that we've teamed up with minteye to create a powerful new ad unit based on the technology that powers minteye's Pre-Roll SKIP ad product.

We're even prouder to share that we're the first to adopt their technology.

With the unit, we're able to reduce click-aways and ensure that users stay engaged. By offering users the choice to skip the ad, it gives them control over their ad experience – via minteye's slide-bar technology – creating a game-like interaction.

So, how does it work?
While the user slides the bar to skip the pre-roll, an ad visual that's been broken down into tiles appears over the pre-roll. As the user continues to slide the bar, the tiles become a normal image, which is resized to fit the frame. Once the user has normalized the image, the "skip" button becomes active and the user can proceed directly to the content. This also drives higher awareness for advertisers than if the user had watched the entire pre-roll.

We think it's a win-win for everyone: Consumers get to the content they want faster, and advertisers get guaranteed engagement while supporting a better user experience.

Try the unit out for yourself here.
For updates and the latest news from AOL, follow @AOLPR on Twitter.

Search the blog

Follow us

RSS feed

Subscribe

AOL Blog Archives

Select Month