AOL Launches National Ad Campaign For Aol.com
Next Generation Broadband Portal 'Now Open to Everyone';
AOL.COM Campaign Taps Search, Online and Offline Media to Reach
Today's Web Users
New York, NY, October 10 -- AOL has launched a nationwide ad
campaign for AOL.com, focusing on the immediacy, breadth of
programming and features on this new, next generation, high-speed
Web portal.
The AOL.com campaign leverages both traditional and online media
based on their ability to reach consumers, stimulate their
engagement, drive and monetize
traffic and measure performance. The online medium - through
search engine optimization and search engine marketing as well
as traditional online
advertising - comprises the
majority of the
advertising budget.
Laptop Battery The effort is designed to highlight specific features of AOL.com
and is organized around four key themes: Entertainment (AOL
Music, Moviefone, AOL Radio, AOL
Sports, AOL Television and more); Finding news and information (AOL
Search, Video News, Video On Demand, Video Search and more);
Convenience and getting things done (AOL CityGuide, AOL
Living, inStore, MapQuest and
more); and Connecting with others (E-mail, AIM, AOL Pictures and
more).
Katz runs the company with 22 paid employees and 300 volunteers who give technical support to new users and are compensated with free memberships (remember those days at AOL ). He rents space in two AT&T data centers, one in Manhattan, another inSecaucus, N.J., with $700, 000 worth of computer equipment, end servers from Dell Computer and five IBM Unix servers. The $2 million annual payroll is his biggest expense.
Thinkpad According to Kevin Conroy, Executive Vice President, AOL Media
Networks, "This campaign reaches web users where they are - online.
With a changing media landscape, a multi-pronged approach, which
also includes print, broadcast and outdoor billboards will more
effectively reach today's consumer. And, by linking to our wide
range of best-in-class programming and functionality, we're
connecting consumers directly with the value that matters most to
them within our new AOL.com portal experience."
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Microsoft To create and implement the campaign, AOL is working with Carat
Fusion on Search Engine Optimization and Search Engine Marketing;
Atmosphere BBDO for online creative and OMD for online media; and
The Martin Agency with Initiative on Offline
advertising. This multi-faceted
ad campaign is intended to attract new users to AOL.com and
motivate AOL's existing audience to visit AOL.com websites. The
online ads, created by Atmosphere BBDO, began running in August
and focus on specific content areas to build awareness and take
viewers directly into AOL.com with one click. These ads will run
through year-end on more than 100 websites, ranging from larger,
integrated buys on websites like CNET or eBay to category
specific buys on sites like theStreet.com or iFilm. A sampling
of the online advertising can be seen here:
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Laptop Computers Entertainment:
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Laptop Computer
(http://www.pointroll.com/PointRoll/AdDemo/AOLBroadband/AOL_Entertainment_300ld7.asp)
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Desktop Computer Finding News and Information:
Notebooks
(http://www.pointroll.com/PointRoll/AdDemo/AOLBroadband/AOL_Finding_300_091505ld7.asp)
Lenovo Convenience and Getting Things Done:
Hard Drive
(http://extranet.atmospherebbdo.com/aol_audience_open/2005/050930/travel/no_intro/travel_300x250.html)
Travelstar Connecting with Others:
Gateway
(http://www.pointroll.com/PointRoll/AdDemo/AOLBroadband/AOL_2GB_300ld7.asp)
Laptop Parts The offline campaign, created by The Martin Agency, begins with
an ad illustrating AOL emerging from behind the curtain, and goes
on to address specific content areas. The ads are designed to
capture the attention of those who may not be online every day.
They will run in several Time Inc. magazines through year-end, in
USA Today every week, and on billboards in New York, Los Angeles
and Washington, D.C.
Software In addition, AOL is renewing its marketing and advertising
relationship with Infinity Broadcasting, which includes content
integrations across at least 30 stations, produced programming
spots for Moviefone and AOL City Guide, and high frequency
advertising across the top 10 DMA's through year-end.
Hard Drives And, Hill Holliday and Marden Kane have been engaged to develop
the "Win What You Want Now" Sweepstakes/Instant Win Game around the
AOL.com launch focusing on the immediacy of on-demand programming,
and accessing anything you want whenever you want it.
Electronics The AOL.com portal brings virtually all of AOL's programming
formerly available only to AOL members out onto the web for free.
It also offers free email and new video and video search
capabilities. The AOL.com portal and the network of AOL brands
including the AIM, Netscape, MapQuest and Moviefone services
reaches a total of 112 million unique users each month.* BBDO New
York continues as AOR for the AOL subscription service.
Canon About America Online, Inc. America Online, Inc. is a wholly
owned subsidiary of Time Warner Inc. (NYSE: TWX) Based in Dulles,
Virginia, America Online is the world's leader in interactive
services, Web brands, Internet technologies, and e-commerce
services. * Source: comScore Media Metrix, August 2005
Desktop Pc Source: AOL
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