NE by AOL: Creative, an experiment with dynamically targeted advertising

Dated: October 01, 2015

One Creative

AOL announced an expansion of the company’s ONE by AOL open automation platform with ONE by AOL: Creative, enabling creative and media agencies, advertisers and publishers to create, optimize, execute and apply deep attribution to premium, dynamically targeted ad experiences across all formats, screens, and media types.

AOL is a media technology company with a mission to simplify the internet for consumers and creators by unleashing the world's best builders of culture and code. As one of the largest online properties with over 350 million monthly global consumers of its premium brands, AOL is at the center of disruption of how content is being produced, distributed, consumed and monetized by connecting publishers with advertisers on its global, programmatic content and advertising platforms. AOL's opportunity lies in shaping the future of the digitally connected world for decades to come. 

“AOL is on a mission to greatly simplify the chaos prevalent in digital advertising. Creative development, one of the most capital-intensive parts of the advertising process, is certainly no exception,” said Bob Lord, President, AOL. “With ONE by AOL: Creative, AOL is not replacing the human touch of the creative process with robots; we are empowering all constituents with data and automation to help inform intelligent, human-driven design and creative that meaningfully elevates business results.”

ONE by AOL: Creative is the culmination of AOL’s more than half-decade investments in automated, machine-learning platforms, premium brand-first formats and cross-screen creative tools, and has been purpose-built to deliver the best, most relevant branding messages to the right audience, at the right time and place.

Today, marketers spend nearly 30 percent of their digital ad budget on creative production costs, and a quarter of their time every week designing, adjusting and handling creative assets. 

“Advertising done well in today’s cross-screen world is about offering a balance of relevancy and utility to users; the scale of the open Web makes engaging with users on both those levels incredibly difficult,” said David Miller, vice president of advertising product management at AOL. “ONE by AOL: Creative arms advertisers and publishers with creative development and management tools seamlessly tied to automated systems and data, allowing for more personal connections with users.”

“With the rise of mobile and new media channels, car buying has become a much more complicated experience for consumers, and also a bigger marketing challenge for dealerships,” said Max Steckler, vice president of digital marketing at CDK Global, one of the largest technology providers to the automotive industry. “Leveraging data to drive personalized advertising experiences has been one of the most exciting developments for us.  Together CDK and ONE by AOL: Creative enables our global network of car dealerships to more effectively engage with consumers.”

"Marketing effectively today means being able 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,” said Jenny Darciuc at L'Oreal Paris. “AOL has been a key partner for us in doing so, and we look forward to exploring the data-driven creative marketing opportunities that ONE by AOL: Creative is bringing to market.”

“Toyota’s longstanding partnership with AOL has helped bring many of our innovative ideas to fruition,” says Dionne Colvin-Lovely, Director of Traditional and New Media, Toyota Motor Sales, U.S.A, Inc. “We’re excited that this new AOL platform and its expanded set of cross-screen solutions will allow us to continue offering more informative, data-driven content about the new hydrogen-powered Mirai and hydrogen fuel as an alternative source.


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