In a bid to make premium digital advertising easier for marketers, AOL has launched an extension of its “Premium Formats” suite for smartphones and tablets in Canada and the U.S.
Powered by Pictela technology, the new “Premium Formats for Mobile” app-based ads address the challenge brand marketers have faced around having a separate workflow for different devices.
This means the Project Devil premium ad format, launched by AOL Canada in May 2011, is now available across three screens.
By simplifying premium digital advertising through this expanded offering, marketers are now able to serve the same brand content experience across multiple devices, said Greg Rogers, senior vice-president, premium formats and CEO of Pictela, in a release.
Each ad unit in the “Premium Formats for Mobile” includes three apps. The top five apps from which advertisers can currently choose are “Video Gallery” (which can display HD content), “Photo Gallery” (which can feature up to nine images in a swipe-friendly carousel and is pictured at right), “Content Feed” (which can contain company news), and “Twitter Feed” and “Facebook Feed” (both of which can feature scrollable, real-time content from a brand’s social media sites).
As with the desktop browser experience, users can navigate the content in the ad unit without leaving the page. The mobile offering will incorporate other apps in the near future.
The expanded “Premium Formats” offering is available in Canada and the U.S. for iOS 4.0+ and Android 2.2+. The ad inventory will be on AOL’s owned and operated apps and mobile web properties. It will also be available across third-party mobile inventory through Advertising.com.
