First-of-Its-Kind Ad Buy Leverages Platform-A’s Unmatched Reach
NEW YORK – AOL’s Platform-A announced that it launched, in partnership with T-Mobile USA, an unprecedented billion-impression Web advertising campaign across Platform-A during a two-day period on November 10 – 11. The first-of-its-kind advertising buy underscores Platform-A’s ability to reach more U.S. online consumers – more than 90% — than any other online advertising business. Platform-A includes AOL’s owned-and-operated sites, along with the thousands of sites in the Advertising.com third-party network.
Platform-A and T-Mobile collaborated to create the “T-Mobile Billion Block,” the most-expansive two-day ad buy in Platform-A history and will spotlight the T-Mobile G1 with Google, the first Android™-powered mobile phone. Over a two-day period, the T-Mobile G1 will dominate a significant amount of AOL and other Platform-A inventory, and it’s estimated that approximately 81.5 million consumers will be exposed to the exciting new phone over the campaign’s 48-hour run.
“The innovation behind the T-Mobile Billion Block clearly demonstrates the value marketers place on the combination of reach, impact and innovation that only Platform-A can offer,” said Lynda Clarizio, President of Platform-A. “It also spotlights the role online media will play in the upcoming buying season, with strategic marketers like T-Mobile relying on the near-universal reach of Platform-A to connect with United States consumers in an effective, efficient and engaging way.”
“The T-Mobile G1 offers a rich, accessible mobile Web experience for the masses, so we want to drive that message to the broadest range of U.S. consumers possible,” said Brett Dennis, director, branded entertainment and media management, T-Mobile USA. “The groundbreaking experience of the T-Mobile G1 is really what motivated us to pursue this exceptional online advertising program.”
Late last year, Platform-A was established by merging AOL’s advertising business, Advertising.com, TACODA, and Quigo to provide marketers with an efficient, effective means to leverage display, video, mobile, contextual, affiliate and search marketing solutions. The mission of Platform-A is to help marketers harness digital media to build brands and enhance online performance.
To date, Platform-A has fully integrated its salesforces, and developed one insertion order and other processes to streamline ad buying. In addition, Platform-A has accelerated its product development efforts with recent launches including Spot Marketplace, enabling advertisers to bid on nonreserved inventory across AOL’s Web sites; PubAccess, a self-service interface enabling Web sites to place their inventory for sale in Platform-A’s third party display network; audience targeting across Platform-A; and the creation of a 300 x 600 ad unit across AOL’s homepages and co-branded sites.
About Platform-A
Platform-A, AOL’s advertising business, is the industry’s largest digital advertising platform, offering the most comprehensive suite of marketing solutions, powered by the Web’s best advertising technologies. Platform-A includes AOL’s leading media properties – AOL.com, AIM, MapQuest, and more – and Advertising.com’s third-party networks. Platform-A also includes TACODA’s audience insights and behavioral targeting; Quigo, a site- and content-targeting solution; ADTECH, an international digital ad serving business; Third Screen Media, a mobile ad serving network; and buy.at, an affiliate marketing solution. Platform-A currently has operations in the United States, nine countries across Europe, including Denmark, Finland, France, Germany, Netherlands, Norway, Spain, Sweden, the UK, and Japan through a joint venture with Mitsui. Learn more at http://www.platform-a.com.
About T-Mobile USA, Inc.
Based in Bellevue, Wash., T-Mobile USA, Inc. is the U.S. operation of Deutsche Telekom AG’s Mobile Communications Business, and a wholly owned subsidiary of T-Mobile International, one of the world’s leading companies in mobile communications. By the end of the third quarter of 2008, 127 million mobile customers were served by the mobile communication segments of the Deutsche Telekom group — more than 32 million by T-Mobile USA — all via a common technology platform based on GSM, the world’s most widely used digital wireless standard. T-Mobile’s innovative wireless products and services help empower people to connect to those who matter most. For more information, please visit www.t-mobile.com. T-Mobile and the magenta color are federally registered trademarks of Deutsche Telekom AG.
