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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 21st 2013

AOL Advertising Welcomes Marta Martinez As Head of Sales Strategy and Operations

AOL Advertising is excited to welcome Marta Martinez to the team as Head of Sales Strategy and Operations. In this newly developed position, she will play an instrumental role in continuing to execute our sales strategy.

Marta joins AOL Advertising from MediaMath, serving as both Senior Vice President of Business Development & Operations and Chief Marketing Officer. Previously she was SVP, Global Corporate Development at HavasDigital.

Marta is a well-known, seasoned executive with deep programmatic and marketing solutions experience and a true innovator in the world of online advertising. She has a proven ability to translate complex advertising technology solutions into tangible benefits for marketers and agencies. We are lucky to have her on our team!

To learn more about AOL Advertising, visit http://advertising.aol.com.

Jan 3rd 2013

Erika Nardini Joins AOL Advertising as Vice President, Head of Marketing Solutions

We're thrilled to announce that Erika Nardini has joined AOL as Vice President, Head of Marketing Solutions for AOL Advertising. In this role, Erika will drive marketing and creative strategies for AOL's advertising business.

Erika Nardini is an industry leader who's worked with major digital brands in key marketing roles. She was previously with Demand Media, where she served as Senior VP of Sales and Marketing and helped develop brand partnerships with The Home Depot, L'Oreal, Johnson & Johnson and more.

Earlier in her career, Erika was the VP of Brand Packaging & Solutions with Yahoo!, Inc., where she managed the marketing strategies and publishing capabilities across the company's leading properties and products. She also spent time with Microsoft building the global capabilities of its branded entertainment and experiences business while opening several offices for that unit across the globe. Erika earned a BA from Colby College.

Learn more about Erika Nardini by reading the full press release here.

Dec 12th 2012

Allie Kline Joins AOL as Advertising.com Group's Chief Marketing Officer


We're happy to announce that Allie Savarino Kline has joined AOL as Chief Marketing Officer for Advertising.com Group. In this global role, Kline will oversee marketing strategy to drive demand for the Group's advertising solutions for publishers, advertisers and agencies.

Kline has an extensive history in brand management and marketing strategy for technology-focused organizations. Most recently she was the Chief Marketing Officer for big data and social graph company, 33Across, where she worked with over 375 Fortune 1000 advertisers and 650,000 global publishers. Prior to that role, Kline served as Vice President of Marketing at Brand Affinity Technologies (BAT), overseeing the company's brand development, marketing, and talent relationships. Additionally, she ran global marketing for Unicast, a leader in rich media advertising for over 10 years.

Kline earned a B.A. in corporate communications from Ithaca College. She is a frequent industry speaker and press spokesperson, and was named to Fast Company's "Fast 50" list for Internet video innovation in 2005. Kline also serves as a board member on Jack Myers' Women's Media & Mentoring Initiative.

Learn more about Allie Kline by reading the full press release.

Oct 24th 2012

New Research from AOL Advertising: "The 7 Mom Archetypes Online"

We're excited to share with you some of our latest consumer insights from an AOL proprietary research study - this time it's all about Moms! (and for purposes of this study, we give them the capital M they deserve!)

Moms are consuming and sharing content online at exciting rates. Did you know that Moms are online every day and spend nearly 1 ½ hours each day with content?* And, did you know at AOL, over 73% of our Moms are sharing online content every month?** Knowing what busy lives Moms lead, this is a considerable amount of time for them to spend with digital content.
So, what content are Moms sharing and consuming online?

As marketers and publishers, we tend to have a very traditional view of Moms. Armed with this traditional view, there is a tendency to think that the content that matters most to Moms is primarily parenting content.

At AOL, we know that she is more than a mother. Moms play many roles in their lives, in addition to the role of parent. We felt that by learning more about their needs and motivations - both as Moms and as Women – it would lead us to a deeper understanding of the online content they value. And it would be this understanding that, in turn, would help AOL and our advertising partners program SMARTER for Moms.

What we uncovered through our research was truly exciting. We learned there are 7 distinct archetypes of Moms online. All of them have unique personalities, priorities, passion areas, and most importantly, content needs.

After months of researching and analyzing, here is the list we have compiled of the 7 Mom Archetypes online:

1. Social Expressionista: Community-oriented, this Mom relies heavily on her social networks to express her views, fuel her creativity, and share her latest projects.
2. Alpha Trendsetter: The "IT" Mom all the other Moms look up to. She is a fashion trendsetter, a leader, and an influencer. But, this Mom understands she can always be better so she looks to educate herself with the latest information on everything.
3. Shopsessive: She may be a bit of a know-it-all but she actively shares and spreads her expert knowledge with everyone around her. This Mom is tapped into ALL the latest products.
4. Business-wired: Classic and sophisticated, she balances her life as a businesswoman and a Mom. She's online for work and to stay connected to home. She goes offline when she is with her family.
5. Mom-centric: Being a Mom means everything to her. She strives to be the best Mom she can be. Everything she does, she does with her kids in mind.
6. Intelligentle: Simple, practical and informed describes this Mom best. Actively contributes to bettering the environment for her & her family.
7. Spiritual Provider: She takes pride in providing for her family. She is a traditional and spiritual Mom. Sometimes she's so focused on being a good provider, she forgets about herself.
I had the great pleasure of unveiling the 7 Mom Archetypes and their unique digital content needs at the 8th annual Marketing to Moms Conference this week in Chicago, IL. AOL was proud to be a speaker and an associate sponsor of this year's event. In addition to outlining the 7 Mom Archetypes, we offered marketers three key strategies that they can execute in order to deliver content that is more meaningfully suited to each of these Moms. You can download the presentation here.

We took our rich learning around Moms' content needs and applied it not only to our programming approach within our Women's Lifestyle brands - such as StyleList and Homesessive - but also to our advertising solutions.

We are proud to announce that we have a brand new advanced targeting advertising solution - the first of its kind at AOL. This targeting solution goes beyond demographic targeting and enables advertisers to target these unique and distinct 7 Mom Archetypes based on their psychographic mindsets.

AOL has been connecting with Women and Moms throughout our 27-year history. This history is built upon a rich foundation of insights and a deep desire for learning more about our consumers.

In 2011, we partnered with Bovitz Inc. to conduct a quantitative and qualitative research study of Women. In this study, we surveyed over 6,000 Women online and followed up with a portion of them through a series of in-depth interviews. Following the success of the Women's segmentation, we further mined this robust research to extract the most relevant and compelling insights around Moms.

We hope that this unique learning will benefit our advertisers as well as the 45 million Moms* that visit our AOL brands each month.

To download this study in PDF form, click here. To learn more about AOL's Advertising products and solutions, visit http://advertising.aol.com/.


*Source: comScore Inc., Q3 2012
**Source: AOL Women's Segment A&U Survey, August 2011

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