AOL rolls out new ad program

At CES, Verizon’s AOL is announcing the launch of BrandBuilder, a new set of goal-based advertising formats and programs across display, video and mobile. The program is divided into the separate programs Director, Buyer, and Beta. The Director program is aimed at building brand awareness, while the Buyer program is designed to drive direct responses such as email signups and clicks to shop. Beta, meanwhile, is more of an incubator program, designed to let brands work with AOL using the company’s new ad formats. To start, the Beta program includes two new options: DataPerks, described as a “value-exchange,” will offer Verizon subs additional wireless data in exchange for ad engagement – for instance, downloading a coupon. The other Beta option, called Player Up, is a new suite of formats that allows ad creatives to create customized 3-7 second ad experiences. EBay was among the first companies to use the Beta program, and AOL says the company “helped influence” Player Up.

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