Displaying

Erika Nardini's posts

Jan 6th 2014

AOL at CES: What's Next for the Heart of Technology

The proving ground for breakthrough technologies for more than 40 years, CES has become much more than the world's largest trade show. And its implications and innovations reach far and wide beyond the tech industry into our everyday lives. From 4K TVs to wearable technology, from automotive telematics to smart appliances, every year, CES amazes and delights us with what's next and what's possible. As AOL Networks' CEO Bob Lord puts it, "CES has become a cauldron of what it means for consumers and marketers. It challenges how we do advertising." And only AOL, with its award-winning consumer brands and its powerful advertising platforms and products, is squarely at the heart of CES.

CES: Connecting to innovation
What's fascinating about CES is how tech and humanity come together, in a way that transforms the consumer experience. And AOL is focused on programming content that consumers love with our consumer tech sites Engadget and TechCrunch. In addition to once again being the Official Online News Source for CES, Engadget is also honored to be the media partner for the Best of CES Awards. And for the first time, TechCrunch is bringing its signature Hardware Battlefield to CES, to uncover this year's startup stars, with the help of celebrity judges like Martha Stewart. But if CES is where man meets machine, it also happens to slap us in the face at a time when we're taking stock, making resolutions, and thinking about how we will make this year better than the last. The Huffington Post's re-launched GPS for the Soul app is the perfect reminder for how we need to find balance amid technology's temptations.

CES: Connecting with partners
CES has become a hotbed for advertisers and agencies, and we're looking forward to meeting with partners to discuss how our barbell solutions, global opportunities, cross-screen capabilities, video, and programmatic platforms can drive their brands forward. In fact, this week marks the first time where AOL will bring our full video and programmatic stack to market with Adap.tv, fulfilling a vision that began at last year's CES. Continuing his thought-leadership Shingerviews video series, this week David Shing will talk to some of tech and media's leading figures to make sense of the evolving technology landscape and discuss how we can use technology to help make powerful human connections between consumers and brands.

CES: Connecting humans
AOL connects to consumers – and in turn connects those consumers to brands and marketers. And we can't wait to see how the innovations revealed this week will impact our lives.

Sep 19th 2013

The Wanamaker Place Project

John Wanamaker was a force to be reckoned with. He was a pious man of drive and purpose, devout about Christianity and the customer experience. He was intuitive about where the market was going. He was the first to put electricity in stores, the first to install phones and radios, the first to rise above the clamor of a bartering bazaar and establish price tags and a system of stated value and cost. He knew the value of a dollar and was wise to the inherent and still persistent questions around marketing and advertising - which part works?

Today, AOL is headquartered at 770 Broadway, an iconic structure stretching across 9th Street, from 4th Avenue to Broadway, above the original Wanamaker Department store, one of the greatest brands in the history of retail. It is in this spirit that our portfolio of premium ads, The Wanamaker Place Project, recognizes the legacy of John Wanamaker and his ability to provide real value to his customers while dazzling them with an exceptional experience.

The Wanamaker Place Project is our ad innovation platform and architecture, which encompasses our portfolio of ad products spanning rich media, native ads, mobile and multi-screen units. It is a comprehensive way of organizing and bringing our rich media and ad format innovation to market.

Like fashion and retail, advertising is about what's hot and what works. It's about being ahead of trends. It's about merchandising and branding as well as price and inventory. It's a global business built on pace, positioning and product. AOL's heritage, similar to John Wanamaker, is about the pursuit of innovation in the name of great customer experiences.

Our intention to beautify the Web via content and advertising began three years ago with the launch of Project Devil. It was then that we re-imagined what the web could look like. Today, we are launching a new set of premium ad products designed to further the potential, the impact, the nature and the beauty of advertising. They include:
  • Loft – This AOL original unit anchors itself to the top of the page as the user scrolls down, giving brands a unique and persistent presence. Built in HTML5 to create a uniform experience across desktop and tablet, the banner spawns out of traditional banner and anchors itself to the top of the page as the user scrolls down the page, creating an unobtrusive encouragement for users to interact with brand content. Users can expand the anchored banner to reveal rich functionality like mapping, videos and coupon downloads while staying on the page content.
  • Reactive Wallpaper – An exclusive offering that gives advertisers the ability to host subsequent, in-view brand messaging in the rails as a user scrolls down the page. Advertisers can also leverage additional assets and showcase video in a lightbox – so the user can watch without leaving the page.
  • Multi Screen/HTML5Pictela's new multi-screen applications travel seamlessly across desktop, tablet and mobile – essential to reaching a growing multi-screen audience.
  • Native – Through a guided process that relies heavily on analytics and experience, our team of editors and designers helps brands to craft seamless content that resonates with consumers, increases brand visibility and drives the social conversation.
  • IAB Mobile Rising Stars – AOL is one of the first mobile publishers to offer this variety of IAB rising star and innovative mobile formats - including Filmstrip, Pull, Adhesion and Full Page Flex plus an innovation of our own, Mobile Footnote – at scale across AOL's Mobile Web properties

The Wanamaker Place Project is a nod to the past with an eye on the fast-moving present and a belief in the future of premium and performance driving experiences made possible through content and advertising.

Apr 30th 2013

It's On: AOL Readies for Second Digital Content NewFront

Three years ago, AOL placed a big bet on video. Through the acquisitions of 5min Media and goviral and significant investments in video, AOL has grown to be the #1 premium curated video network. Our goal is to bridge the gap between TV and digital video – be it quality, reach or measurement.

At this year's NewFront we're looking to the future of video. We will showcase our high-quality original programming slate, unique advertising formats, powerful distribution at scale and industry-leading analytics.

We'll kick things off with our 2013 Summer/Fall original programming lineup that features a variety of content that we're creating across categories like food, sports, fashion, health, autos and more. We're partnering with well-known celebs and influencers on the rise who already have digital audiences, as well as the passion to grow their online footprint. AOL has the scale and data needed to produce great content that we know consumers want to watch.

We'll also announce the launch of Be On – a new branded entertainment platform. As the interest for native advertising continues to grow, we are helping brands become publishers. Brands can be smoothly integrated next to our amazing content. From creation to distribution to measurement. It's a global offering that includes the capabilities that we've been offering through the goviral platform plus even more.

We're bullish on measurement too. To date, there has been no apples-to-apples measurement for buyers to compare TV to digital video. We're ready to change that in a few ways. We've partnered with Nielsen on two different initiatives. The first, announced this morning, is a pilot program that will measure audiences for TV content viewed online. AOL is the only digital partner involved in this effort. The second is a collaboration that will measure the audience viewing AOL's library of over 620K premium videos against traditional TV. The AOL Video Reach (AVR) will provide audience measurement in the language that TV buyers know. Essentially, we'll be able to use comScore to measure ourselves against other web properties, and Nielsen to compare ourselves against TV.

Additionally, for the first time in history, digital inventory will be available in a traditional TV buying system through a partnership that AOL has forged with FreeWheel and Mediaocean. The market (broadcasters) cannot buy digital inventory today because we don't speak the same language. This deal allows broadcast buyers to compare AOL's inventory with TV inventory ... finally an apples to apples comparison.

We're ready to show the media industry that AOL is well-positioned for the merge of the digital and TV worlds as we continue our mission to bridge the gap between the two.

It's On!

Search the blog

Follow us

RSS feed

Subscribe

AOL Blog Archives

Select Month