AOL Launches National Ad Campaign for Aol.com

AOL (aol.com) launched a nationwide ad campaign for AOL.com, focusing on the immediacy, breadth of programming and features on this new, next generation, high-speed Web portal.

The AOL.com campaign leverages both traditional and online media based on their ability to reach consumers, stimulate their engagement, drive and monetize traffic and measure performance. The online medium - through search engine optimization and search engine marketing as well as traditional online advertising - comprises the majority of the advertising budget.

The effort is designed to highlight specific features of AOL.com and is organized around four key themes: Entertainment (AOL Music, Moviefone, AOL Radio, AOL Sports, AOL Television and more); Finding news and information (AOL Search, Video News, Video On Demand, Video Search and more); Convenience and getting things done (AOL CityGuide, AOL Living, inStore, MapQuest and more); and Connecting with others (E-mail, AIM, AOL Pictures and more).

According to Kevin Conroy, Executive Vice President, AOL Media Networks, "This campaign reaches web users where they are - online. With a changing media landscape, a multi-pronged approach, which also includes print, broadcast and outdoor billboards will more effectively reach today's consumer. And, by linking to our wide range of best-in-class programming and functionality, we're connecting consumers directly with the value that matters most to them within our new AOL.com portal experience."

To create and implement the campaign, AOL is working with Carat Fusion on Search Engine Optimization and Search Engine Marketing; Atmosphere BBDO for online creative and OMD for online media; and The Martin Agency with Initiative on Offline advertising.

The offline campaign, created by The Martin Agency, begins with an ad illustrating AOL emerging from behind the curtain, and goes on to address specific content areas. The ads are designed to capture the attention of those who may not be online every day.

In addition, AOL is renewing its marketing and advertising relationship with Infinity Broadcasting, which includes content integrations across at least 30 stations, produced programming spots for Moviefone and AOL City Guide, and high frequency advertising across the top 10 DMA's through year-end.

And, Hill Holliday and Marden Kane have been engaged to develop the "Win What You Want Now" Sweepstakes/Instant Win Game around the AOL.com launch focusing on the immediacy of on-demand programming, and accessing anything you want whenever you want it.

The AOL.com portal brings virtually all of AOL's programming formerly available only to AOL members out onto the web for free. It also offers free email and new video and video search capabilities.