AOL’s new online display advertisements
AOL is hoping to boost advertising revenues with the launch of a new display advert format next month, which promises to be bigger, better and interactive.
Details of AOL’s new ‘bigger, better’ online display advertisements leaked
AOL internet consultants are set to unveil a new online display advertising format later this month, as it sets out to encourage larger companies to advertise through its websites.
The move could help to boost pay per click and display advertising revenue for the internet giant, through new, innovative integrated functions.
In contrast to the standard display ads populating the internet, these spaces will be interactive, comprising a number of special functions, according to the Wall Street Journal (WSJ).
Facebook and Twitter updates could be included in the ads, alongside a photo gallery, video and even coupons that customers can download. In effect, the ads are functioning as a multi-faceted website promotion tool, within the confines of another website.
Each advert will be divided into three parts, according to the AOL style guide obtained by the WSJ, with each section capable of being used for a different marketing purpose, such as photos, video, or 3D-images.
This offers marketers lots of freedom, and AOL is undoubtedly hoping that this approach will attract the online ad market’s big money. The internet giant would appear to need the boost too, on the basis of its financial results for the second quarter of 2010.
Overall advertising revenue declined by 27 per cent between Q2 2010 and the three months to June 30th 2009, falling from $355.7 million (£355 million) to $260.2 million (£167 million).
Display advertising reflected a substantial proportion of those losses – particularly in terms of international display revenue.
One of the ways the company may be hoping to set itself apart from other forms of display ads, apart from all the technical enhancements, is that they will be displayed alongside similar web content. For example, an article about healthy eating will be accompanied by an interactive, large display ad for a health-giving food stuff, perhaps even something mentioned in the article itself.
Whether or not this overhaul of this aspect of the company’s business will be as successful as hoped, remains to be seen, but it certainly reflects a bold and innovative take on the display ad medium.
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Source – http://blogs.wsj.com/digits/2010/09/13/a-look-at-aols-new-ads/
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