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INAUGURAL PROGRAMMATIC UPFRONT
Accuen, Amnet, Havas Media, Horizon Media, Hyatt Hotels & Resorts, Magna Global and LG Home Appliances All Commit to 2014 Upfront Programmatic Investments
AOL Networks Unveils AdLearn Open Platform Enhanced Features, Including
Unprecedented Access to AOL Reserved Inventory
NEW YORK, Sept. 23, 2013 - Today, in a historic moment for digital advertising, AOL Networks hosts the industry's first-ever Programmatic Upfront, which features major agencies and brands making upfront financial commitments for 2014. This milestone event focuses on how technology and automation are disrupting digital advertising. Pioneers including Nate Silver, editor-in-chief of ESPN's FiveThirtyEight blog, and Dr. David Plans, co-founder of BioBeats, will share their perspectives and experiences that demonstrate how technology and automation can unlock creativity.
AOL Networks also announces that upfront clients will be able to purchase reserved AOL inventory on a programmatic basis via AdLearn Open Platform (AOP), which includes a host of new features designed to make the automation and optimization of online marketing campaigns simpler, more efficient and more effective.
Accuen, Amnet, Havas Media, Horizon Media and Magna Global are among the agencies that have made strategic investments for 2014 to AOL Networks' programmatic stack. DigitasLBi, Razorfish and VivaKi, which are participating in the event, are also considering making investments.
"The digital advertising industry has created an environment filled with hundreds of small companies each pitching highly technical "necessities" to drive results, which has led to confusion," said Tim Armstrong, Chairman and CEO, AOL. "Advertisers and their agencies want to cut the waste and take control of their digital marketing allocation. The goal for everyone in the industry should be to simplify the landscape so more focus can be spent on reaching consumers via premium experiences."
"The power of our tech platform lies in its ability to simplify programmatic buying while driving brand performance at massive scale," said Bob Lord, CEO, AOL Networks. "An upfront model amplifies the value of programmatic technology by further reducing administration, redundancies and waste. By committing to programmatic packages upfront, advertisers can save an enormous amount of time and money while improving results, all of which can be channeled to the creation of highly innovative and engaging campaign strategies and creative."
"Stronger data utilization has allowed us to create a more robust digital media map of our consumer," says Frank Wong, Director, Digital Media, Hyatt Hotels and Resorts. "Together with our agencies, we are building a strong competitive edge with programmatic technology and automation. It gives us the tools we need to act on what we know about our consumers and prospects and ultimately drive greater brand and direct response results."
"Accuen is always looking to partner with innovative companies in the industry," says Accuen CEO Josh Jacobs. "AOL's commitment to programmatic is an example of the forward-thinking mindset we look for to help our clients be more successful. AOL's tools and technology have already helped us deliver for clients, and the addition of more premium inventory to AOP means we have even more opportunities to deliver breakthrough results for our clients."
"Amnet is part of the communications planning infrastructure at Aegis Media and strives to deliver better performing media through better audience targeting. AOL Networks' technology enhancements in programmatic buying empower us to deliver strategic, measureable and sustainable business outcomes for brand and direct-response clients," says Ashwini Karandikar, President, Amnet Global.
"Our clients are no longer asking about a simplified ecosystem - they are demanding it as they should," says Donnie Williams, Chief Digital Officer, Horizon Media. "We may think that the chaos doesn't reach them, but it does and it's one of the biggest barriers to greater investment. We are proud to lead this movement with AOL Networks. It's exactly where we want to be as an agency."
"Havas Media Group is committed to a programmatic future through its Affiperf network," says Adam Kasper, Chief Media Officer, Havas Media. "Our company's integrated and flexible structure gives us the agility to leverage innovative and data driven solutions at scale. We are able to maximize the returns for our clients and better engage their consumers. We are thrilled to participate in this program with AOL. By creating the first platform based buying solution to offer market-leading inventory, they are helping us to push our industry forward. This is the start of a new era which will open the doors to programmatic marketing for advertisers, agencies and publishers."
Advertisers Have Unprecedented Access to Reserved AOL Inventory Thru AOP Starting Jan. 1, 2014
AOL Networks also announces it will allow upfront clients to lock in reserved AOL inventory to be scheduled and targeted programmatically as part of their upfront commitment. For example, the inventory on AOL homepages, The Huffington Post, TechCrunch and StyleList, will be on AOP, giving advertisers the opportunity to buy in an automated fashion what they previously bought manually. This move makes AOL one of the industry's first major publishers to make its reserved inventory available through programmatic channels.
Advanced AOP Enhancements Make Automated Buying Faster and Easier than Ever
Built on AdLearn, the industry's leading ad optimization technology, AOP allows advertisers to execute and manage their digital marketing campaigns from one central platform. AOL Networks is transforming AOP from a demand-side platform (DSP) to a true programmatic cross-screen buying platform with access to premium inventory, creative executions and analytics. New features include:
- Real-time bidding on private marketplaces
Connects advertisers with premium publishers via private marketplaces in supply-side platforms managed through a streamlined workflow alongside reserved and real time bidded impressions.
- Cross-screen capabilities
Desktop, tablet (web + app), and smartphone (web + app) inventory with built-in frequency and performance optimization all in one place.
- Premium format suite
Highly impactful and viewable placements decisioned and bought programmatically across all inventory types.
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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.
About AOL Networks
AOL Networks enables the world's top marketers and media brands to reach consumers across desktop, mobile, tablet and connected TVs with impact through premium experiences, programmatic buying and performance driven campaigns. It is the global partner of choice for leading publishers, advertisers and agencies seeking to maximize the value of their online brands. AOL Networks brands include Advertising.com, The AOL On Network, Be On, ADTECH, Pictela and Adap.tv. You can find more information at www.aolnetworks.com.
VP, Brand & Communications, AOL
AOL Advertising provides advertisers, agencies and publishers the opportunity to build their brands and engage with consumers with the most powerful, comprehensive and efficient online advertising tools available anywhere. The original brands available through the AOL Huffington Post Media Group offer our clients unprecedented media placements, deep integration and eye-popping creative executions. Our industry-leading network, Advertising.com, helps advertisers reach highly-targeted audiences at scale, and helps publishers maximize revenue. And our commitment to research gives clients the insights they need to make the most of their media buy. For success online, it's all right here.
AOL Premium Formats
Good advertising doesn't just relay information – it sings. AOL Premium Formats gives your creative the proper stage to belt out your message. Named winners of the Interactive Advertising Bureau's (IAB) Rising Stars Ad Formats Awards, the Project Devil unit (now "IAB Portrait") and Pictela pushdown unit (now "IAB Pushdown") are designed to transform brand marketing on the Web. These units, along with the 4 other premium formats we offer, invite consumers to engage and interact with the brand. Project Devil, our philosophy around beautification of the Web, helps create a better user experience, and in turn, better results for advertisers and publishers.
The AOL Networks' focus is to position AOL as a global partner for leading publishers, advertisers and agencies seeking to maximize the value of their online brands through premium formats, video, content, networks, platforms and monetization. The eight businesses that make up this Network are Advertising.com, ADTECH, AOL On Network, goviral, Pictela, Studio Now, 5min Media and Sponsored Listings.
Advertising.com is the technology, data and insights arm of AOL Advertising. At the heart of Advertising.com's technology is AdLearn, the most advanced optimization and bid management system in the business. AdLearn has processed up to ten billion transactions per day for the past 12+ years and consistently provides unmatched results for the world's largest advertisers. At the end of the day, your advertising platform either performs or it doesn't. And put simply, no other platform produces the kind of results we do – year after year.
ADTECH's integrated ad serving solutions enable web publishers, ad networks, agencies and advertisers to manage, serve and report on their online advertising campaigns – including display, video and mobile formats.
AOL On Network
The AOL On Network is a curated video experience of 14 channels built around the topics that interest audiences most. From original series by AOL Studios and leading production houses to an immense library of brand name partner content, our programming team constantly refreshes these channels -- from AOL On Food to AOL On Style -- with breaking stories and trending topics. Celebrity curators also add their voices to AOL On with custom playlists of the videos that excite and inspire them.
5min Media provides publishers full access to the web's deepest curated library, use of a white-label player, and proprietary technology that allows them to integrate our videos across their sites to reach and engage with targeted audiences – immediately.
goviral distributes branded video content, guaranteeing audiences and user initiated video plays for advertisers on a pay-for-performance basis. Visitors engage with the relevant and non-intrusive content, increasing time spent on your site – as well as your earnings.
Pictela is an award winning, high-definition global content marketing platform for serving and distributing brand content across online advertising and social media. Pictela is revolutionizing how brand content is served, distributed and measured. And it is the Pictela platform that powers the backend of AOL Premium Formats.
Nothing keeps people interested like good content. At StudioNow we work with all types of businesses to produce affordable custom video that's hyperlocal, high quality and scaled to their needs. By bringing together the best video technologies and the most creative and experienced production professionals, we've created one unified platform to ideate, produce and distribute video that engages consumers and builds brands.
Our premier pay-per-click, site-targeted Advertising.com Sponsored Listings network includes AOL Media properties and many of the web's top sites. With ASL, advertisers have an unmatched ability to target ads by content and by audience.