AOL Introduces Interactive Display Ad Format with Blackberry and M&S On Board
AOL has now rolled out a new interactive display ad format called Project Devil, with Blackberry and Marks & Spencer as its UK launch partners.
The ad format is currently live on the UK version of AOL's celebrity channel Eleven. It allows advertisers to include multimedia functionality such as video streaming and 3D images in their creative, as well as offer high impact campaigns because users will only be served with one ad per page.
AOL's VP of advertising in Europe, Rob Blake, commented: "Project Devil treats advertising as content, giving brands the chance to build creative that complements the editorial on the page, instead of competing with it, something which is central to AOL's strategy."
AOL has also said that the new ad format is the result of its acquisition of video ad network Goviral, which it bought in January for $74m.
M&S will use the ad format to promote its summer fashion range as part of an integrated campaign which features Danni Minogue and 60's model icon Twiggy. RIM (manufacturer of Blackberry devices), will use the format to promote its latest Blackberry TorchTM.