AOL launches Project Devil ad format
AOL UK has officially launched its Project Devil display advertising format with ads on celebrity channel Eleven, and have singed up Research in Motion and Marks & Spencer as initial partners.
As revealed by Media Week, Project Devil ads offer advertisers a large canvas format with three interactive panels, increasing engagement and the use of multi-media streams and applications.
The platforms can host interactive media and applications such as video, slideshows, maps, 3D, SMS and polls.
Each advert is interactive, meaning users can explore tools and features within the ad itself.
Marks & Spencer are one of the first partners, aiming to drive awareness to its summer campaign. Their ad features a slideshow of behind the scenes footage alongside redeemable online discounts.
RIM have used the platform to promote its new BlackBerry Torch TM handset device via an interactive product site and in ad video by music producer Diplo.
Starcom Mediavest were behind the deal with RIM and AOL.
Rob Blake, vice president of advertising at AOL Europe, said: "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."