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AOL debuts new video ad units
AOL has launched a new series of video advertising formats. The five new units will be sold programmatically through the company's One by AOL division and served across all of its properties and those of various participating publishers through the AOL On video content service.
According to the company, the new formats differ from conventional pre-roll ads by offering interactivity and customer data collection. One such feature is the ability for a viewer to skip an ad by filling out a survey. Other interactive features include media galleries, store locators, polls and coupons. One format brings up an overlay web page when a viewer interacts with an ad. Another is intended to convert existing pre-roll creative into an interactive ad. A third appends an interactive frame to the end of an ad. Another adds a seven-second animated ad to the start of a video. The new ads are also responsive to various sizes of video player.
"As digital continues to evolve and grow, advertisers are demanding new ways to naturally engage with audiences," said David Miller, vice-president of advertising product management at AOL. "AOL has been leading the charge to bring premium ad solutions to market, and with the expansion into video, advertisers can combine the power of traditional pre-roll with new interactive experiences that enables consumers to engage directly with a brand's content and information. This allows for more creative branding and unlocks new audience targeting opportunities through data and automation."
AOL plans to expand these units to its mobile properties later this year.