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Aug 30th 2012

AOL in the Running for Two Major Ad Awards

AOL's Hunger Games Premium Format ad campaign has been named a finalist in the 2012 international IAB MIXX Awards, sponsored by the Interactive Advertising Bureau. The winners will be announced on October 2nd. The ad unit, launched in February to build momentum for the premiere of Hunger Games in March, is one of four finalists in the Single-IAB Standard Rich Media Display Ad and Single-Location-Based Advertising categories. The Devil ad showcases HD video assets, print-quality images and features the Moviefone showtime finder.

In addition, Live Better America, AOL's custom publishing platform built for General Mills that launched Aug. 2, has been nominated for a 2012 OMMA Award for Web Site Excellence in the Health & Wellness category. The OMMA Awards for Online Advertising Creativity recognize the year's most innovative and brilliant online advertising creative, campaigns and websites across 65 categories in three disciplines. Winners will be announced on October 1st.

The Live Better America brand lives across General Mills' www.livebetteramerica.com, AOL's LiveBetterAmerica.aol.com and Everyday Health's EveryDayHealth.com/LiveBetterAmerica and targets baby boomers. AOL's content taps into The Huffington Post's lifestyle content across multiple sections, including Travel, Healthy Living and HuffPost 50.

May the odds be ever in our favor!

Aug 2nd 2012

The Advertising.com Group Launches Blog

This week, our friends at Advertising.com Group launched a blog that will feature shared industry insights and knowledge from the collective leadership of the team. Ned Brody, CEO of Advertising.com Group, kicked off the blog explaining the vision of the group and what the blog will cover:

"The vision of the Advertising.com Group is 'to simplify digital advertising at scale.' As a company, we are focusing on that vision by building a unified suite of tech products and services to provide simpler, easier-to-manage solutions serving publishers, marketers and everyone in between.

We are excited to begin publishing weekly blog posts covering issues that surround core ad technologies, formats, buying opportunities, regulatory themes, publisher monetization and other critical and often confusing topics."

Today's blog post, written by Delia Biddison, VP of Publisher Services, covers the OMMA RTB Conference, where Biddison participated on a panel called "You Call This 'Premium?': Publishers Face the RTB Question." Read Biddison's recap of the conference to learn about display and data targeting, as well as RTB strategies and practices.

Learn more about the Advertising.com Group and read future blog posts by clicking here.

Nov 10th 2011

Setting New Standards in Display

AOL kicked off this busy week of conferences by focusing on setting new standards in the online advertising industry.

During OMMA Display, a MediaPost conference focusing on THE rapid market growth of display advertising, we challenged the notion of having to settle for a tradeoff between performance and Quality.

Advertising.com Group, one of the sponsors of the New York conference, kicked off the day with a hosted breakfast session that challenged the conference's theme around the tradeoff between performance and premium quality. Advertising.com's Mike Treon treated attendees to an exciting chat on quality, results and scale and how to have it all. Mike said settling for just two out of three factors will not drive the scalable results advertisers desire: "Technology and audiences won't scale alone. Quality is needed to drive meaningful results." He showed how solutions such as AOL Premium Formats leveraged on the Advertising.com network can produce big results.
Also, ADTECH was named a winner of the Interactive Advertising Bureau's Impression Exchange Solution Implementation Challenge at the IAB's Ad Ops Summit in New York. Read the full release here.

According to the IAB, "IES streamlines the digital advertising industry's business practices by helping publishers and advertisers detect and resolve differences, such as discrepancies in systems used to count impressions and clicks, early in the life cycle of a digital campaign-and avoid the lengthy and costly manual reconciliation and remediation processes that have bedeviled the industry."

An Impression Exchange Solution will create a huge opportunity for ADTECH to help the industry, both the advertiser/agency and publisher sides. Our proprietary analysis indicates that observing an accurate discrepancy rate – as we expect will improve with IES – will dramatically lower the number of campaigns that end in discrepancies, satisfying everyone.

(This post originally ran on the AOL Advertising Blog.)

Oct 27th 2011

Program for the People! AOL Previews Original Video Research at OMMA Video


Yesterday I took the stage at OMMA Video in San Francisco to preview data from a study AOL Video recently did with comScore. With the research we aimed to debunk the myth that one size fits all in terms of video production. There's a prevailing belief that all short form online video should follow the same rubric and fit within a two minute window -- or people will get bored and stop watching. Rather, we're showing brands that we can work with them to create compelling video, utilize our tools and data to monitor viewing trends, then optimize and syndicate those engaging videos across the AOL network.

At AOL, we're hyper focused on what people are watching. We're taking a different approach with our original video research by looking at video categories to see how consumers engage with video, what they watch, and how long they watch, to better understand what makes "good" content for them. For instance, take the style category. We produce a ton of different style videos all around fashion and beauty - from runway reviews, interviews with fashionistas, street style portraits, and beauty basics. We noticed the most-viewed videos were those that showed how to take a trendy look and make it your own-whether on the street or in the salon. Our audience is interested in being fashionable and feeling great about themselves, but like most of us, they like to see how the high-fashion world can be made practical. On the other hand, the most-shared fashion videos were those that featured celebrities. In fact, those videos are 7X more likely to be shared if they featured a celebrity – demonstrating that fashion and celebrities are communal topics and our viewers use as social capital.

We're making it clear to brands that as they think about video content and their marketing goals, AOL can deliver on all their needs through our video platform. One size does not fit all for video campaigns, either. Our end-to-end solution delivers quality video content from our studios and the best partners in the business, a world-class syndication platform, and innovative ad formats. You can see the AOL video solution come to life through our original video slate, which includes series like The Tanning Effect (sponsored by State Farm).

(source: AOL & MarketSight, September 2011)

Oct 23rd 2011

AOL 'Checks Out' Shopper Marketing Expo 2011

AOL unveiled the refresh of its shopper marketing solution - Shortcuts.com (which will be relaunching later this year) - at the Shopper Marketing Expo in Chicago last week.

The expo is dedicated to integrating the wide variety of solutions, tools and expertise needed to influence decision-making along the entire path to purchase. No other show brings together all the major industry players, including Kraft, P&G and Walmart, in one place and AOL was chosen to be placed front and center as a featured exhibitor.

This year's theme focused on grasping the path to purchase,and we saw great examples of what the biggest names in the market are doing with integrated marketing programs, cause marketing, new technology, ways to build shopper loyalty and, you guessed it, video.

Speakers in the seminar 'What is the Role of Video, Display and Rich-Media Advertising on the Path to Purchase?' described how consumers are watching video, display and rich-media advertising before they get to the shelf – and how these media are playing a key role in their purchase decisions. They sharedthe importance of video for the CPG category, highlighting that video was even used for low consideration purchases – 25% of advertisers used video for research on feminine care and hygiene products. They also provided examples of well-done campaigns including L'Oreal's "Destination Beauty"and Garnier Fructis' "Live Green".

The CPG and Shortcuts teams were on-site to walk marketers – who included Kraft, ConAgra, Coke, McNeil, Hanes Brands, Anheuser Busch, Kimberly-Clark, 3M, DraftFCB, Walgreen's, E and J Gallo Winery and Saatchi and Saatchi - through various interactive stations such as previewing the new Shortcuts.com, utilizing the AOL Premium Formats app to build Project Devil units and showcasing AOL's Innovid partnership via sample videos on an iPad wall.

In a prime location at the center of the show floor, AOL produced a modern and high-tech booth to promote the future of online shopping. A 10-ft tall column in the space with a glowing Shortcuts logo at the top was prominently seen from the entrance of the show. The multi-functional booth gave attendees the at-home experience with Shortcuts in a living room setting, while the other side featured a mock in-store experience with an abstract grocery store display and checkout counter.

(This post was originally posted on the AOL Advertising Blog)

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