AOL expands online advertising platform to deliver data-driven, personalised campaigns
AOL has expanded its online advertising platform with the launch of ONE by AOL: Creative which will, it claims, allow advertisers to use the service to deliver personalised creativity on a huge scale.
ONE by AOL was created to provide a single platform for marketers to reach audiences across all channels and now the media organisations says the the expansion will ensure the most relevant branding messages reach the right audiences at the right time and place thanks to its data-driven technology.
The growth of the platform will enable brands, marketers and publishers to scale data-driven, dynamic “personalised” content across unique online formats and premium advertising solutions.
CDK Global, L'Oreal Paris, and Toyota will be among the first brands to use the new service. AOL says the expansion will simplify the creation of campaigns by providing one set of tools which will allow ads to be seamlessly adapted to any channel.
According to AOL, the changes will also help target the right audiences at the right time with premium experiences, and programmatically scale across any format, inventory and screen.
David Miller, vice president of advertising product management at AOL, said the expansion “arms advertisers and publishers with creative development and management tools seamlessly tied to automated systems and data, allowing for more personal connections with users.”
Dionne Colvin-Lovely, director of media for Toyota Motor Sales, said the company was “excited” by the expansion which would “allow us to continue offering more informative, data-driven content about the new hydrogen-powered Mirai and hydrogen fuel as an alternative energy source”.
Jenny Darciuc at L'Oreal Paris said AOL has been a key partner in allowing the brand to “balance data and automation with human-driven design and creativity in order to spark meaningful one-to-one conversations with consumers and drive business results". She added that the company was “looking forward to exploring the data-driven creative marketing opportunities that ONE by AOL: Creative is bringing to market.”