AOL just revealed BrandBuilder at the CES, a new creative initiative to boost brand awareness, sales and innovation.
BrandBuilder works directly with advertisers to realise campaigns, and create custom ads to encourage consumers to steer clear of ad blocking software. It supports display, video and mobile formats in alignment with AOL data and platforms to drive goals and results.
AOL launches BrandBuilder
Spencer Sloe, VP, Advertising Product & Strategy, AOL Content & Brands, explains:
“Brands and advertisers want to innovate and deliver campaigns that create connections with consumers while still meeting goals and viewable impressions. BrandBuilder’s focus is to put the consumer at the center of the experience and support our mission of building brands people love.”
BrandBuilder consists of three subsets including Director to drive awareness and emotional connections with consumers; Buyers for conversions and sales; and Beta for more innovative and exclusive ad experiences.
In creating more rewarding experiences for end consumers, one of its advertising formats dubbed DataPerks integrates with Verizon when mobile users click an ad. In exchange for the engagement, consumers are given credit for additional data that is automatically applied to their Verizon phone bills.
The second ad format is a suite of pre-roll video ads. A consumers that clicks on a video ad will open up a full page view for up to seven seconds that introduces the content. Called Player Up, the advert then remains on screen until a play button is pressed. It will be available in the US, UK and Canada only for now.
AOL’s new video advertising format Player Up
eBay has been among the first brands to test Play Up. Olivier Ropars, Senior Director of Global Internet Marketing at eBay, finds:
“Our customers are the heart and soul of eBay, and our number one goal is to give them the best experience. Through AOL’s BrandBuilder Beta program, we became an architect and helped shape a truly unique experience that is less intrusive and more relevant to our consumers. As brands, we’re only as successful as our customers are happy, and programs like these are what help us continue building a brand people love.”