Project Devil - Premium Ad Format

Project Devil is AOL’s new display advertising format. A format which brings added interactivity and creative opportunities for advertisers seeking increased engagement through a large creative canvas. The impactful format is divided into three panels, allowing advertisers to customise content and functionality to deliver multiple digital strategies of their campaigns within a single interface. The wide-ranging capabilities of each panel include media streams and applications such as:

• Video
• Slideshows
• 3-D rotation
• Quizzes
• Links to facebook, twitter and other social media
• and much more

Every ad is fully interactive, eliminating the need for consumers to navigate away from the page to explore its features and crucially for brands, with only one display ad per page, the advertiser is afforded 100% share of voice. The ad also improves the aesthetic quality and interactivity in ways that further enhance the consumer experience, and ultimately promotes beautiful, content-driven brand advertising.

Project Devil extends AOL’s current suite of advertising products, which includes ad publishing network advertising.com and newly acquired video distribution business goviral. Through these services, AOL is providing brands with a range of creative and innovative advertising solutions wrapped around rich content experiences.

Following its introduction on Eleven the Project Devil format will be rolled out across the AOL Network throughout the second quarter of 2011.

See the Project Devil press release

To find out more about Devil ad specs click here.

Project Devil was introduced in the US in September 2010 and received the Interactive Advertising Bureau’s (IAB) “Rising Stars” Award for introducing new creative standard ad units that will help transform brand marketing on the web*. Early US campaign results have shown engagement levels on Project Devil ads are significantly higher than that of industry-standard rich-media banners: consumers spend an average of 27 seconds more with a Devil ad (268%) lift; they also play 18 seconds more video (228%).**

* The actual IAB format will be known as IAB Portrait.
** "Analytics Benchmark Report, Q1 thru Q3 2010", Unicast (Jan. 2011)