AOL Launches New Premium Ad Formats
Big display units are the latest products of Project Devil initiative
These aren't your grandparents' display ads.
AOL is getting ahead of the Advertising Week bustle by introducing four new premium ad formats today. The new products include a wallpaper/takeover unit that transforms as you scroll; a "loft" unit that travels down a Web page and opens up to display video or other multimedia elements; a multi-screen unit built with HTML 5; and a proprietary version of a IAB's Mobile Rising Stars unit.
These formats are in the spirit of the company's Project Devil initiative, introduced in 2010, which sought to emphasize big, beautiful display ads that can anchor a page.
"There's a lot that we're doing that is very innovative in terms of thinking about what formerly was 300×250 real estate," said Erika Nardini, chief marketing officer for AOL Advertising.
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