AOL Announces Premium Formats for Smartphones and Tablets –Powered by
Project Devil Now Across Three Screens
Simplifying Premium Advertising for Brand Marketers
NEW YORK -- June 27, 2012
AOL today announced the launch of Premium Formats for Mobile, the expansion of
beautiful, engaging, content-rich ad formats to smartphones and tablets. This
announcement of the expanded offering for brand marketers comes just eighteen
months after the launch of Project Devil for desktop in September 2010. These
app-based ads will be powered by the award-winning Pictela technology. AOL
will discuss its current mobile strategy, including the announcement of
Premium Formats for Mobile, at a client summit today at its New York office.
“We’re thrilled to announce the extension of our Premium Formats suite to the
smartphone and tablet,” said Greg Rogers, Senior Vice President, Premium
Formats and CEO of Pictela. “The challenge for marketers has been a disparate
workflow across devices. Today we are simplifying premium digital advertising
and offering marketers the ability to serve the same brand content experience
across multiple devices.” Rogers added, “Moving forward we will continue to
innovate across additional screens and formats, thus simplifying both
work-flow and reporting for the entire media plan.”
Mobile Premium Formats are built using applications similar to those currently
available for the desktop. Each ad unit includes three apps. At launch, the
top five applications for an advertiser to choose from are:
*Photo Gallery – Allows advertisers to tell their brand story
throughbeautiful, high-quality imagesof products or messages. Up to nine
images can be featured in a carousel that can be swiped through to see the
*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 abrand’s Facebook page in a
scrollable-list to provide real-time conversation updates.
*Twitter feed - Displays content from abrand’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.
AOL Inc. (NYSE: AOL) is a brand company, committed to continuously innovating,
growing, and investing in brands and experiences that inform, entertain, and
connect the world. The home of a world-class collection of premium brands, AOL
creates original content that engages audiences on a local and global scale.
We help marketers connect with these audiences through effective and engaging
digital advertising solutions.
Caroline Campbell, 917-606-4772
Mandy Albers, 212-652-6394
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