Last week at CES, AOL decided that Las Vegas was the best place to formally announce the launch of “BrandBuilder by AOL,” an ad creative framework (powered by AOL data and platforms) to drive brand awareness, sales, and a cadence of innovation.
The show — the largest of its kind — was the perfect forum, according to Spencer Sloe, the VP for Advertising Product & Strategy with AOL Content & Brands.
“CES is one of the largest technology trade shows in the world focused on consumer-facing innovation,” said Sloe. “With a large footprint of AOL brand activations, including TechCrunch, Engadget, Autoblog, Kanvas, MAKERS, HuffPost RYOT, and Moviefone, the show is the perfect venue to launch BrandBuilder, a suite of ad experiences that build our clients’ brands.”
Paired with AOL data and platforms, the BrandBuilder framework supports ad experiences across display, video, and mobile that aligns with client goals and drives results.
“BrandBuilder consists of three subsets: Director, which drives awareness and emotional connections with consumers; Buyer, which drives conversions and brand sales; and Beta, which drives a cadence of innovative, exclusive ad experiences,” AOL said in a release to media.
Featured in AOL’s BrandBuilder Beta are two new, exclusive ad experiences: “DataPerks” and “Player Up.”
DataPerks, the result of a partnership with AOL parent company Verizon, offers a mobile-based value-exchange that rewards additional wireless plan data for various lead generation engagement — like downloading a coupon, for example. DataPerks will be available in Q1 2017 in the U.S. for Verizon Wireless subscribers.
Player Up is a suite of non-intrusive, consumer-friendly ad experiences that offer an alternative to pre-roll.
An early adopter? eBay.
“Our customers are the heart and soul of eBay, and our number one goal is to give them the best experience,” said Olivier Ropars, Senior Director of Global Internet Marketing at eBay. “Through AOL’s BrandBuilder Beta program, we became an architect and helped shape a truly unique experience that is less intrusive and more relevant to our consumers. As brands, we’re only as successful as our customers are happy, and programs like these are what help us continue building a brand people love.”