Celebrates Two-Year Anniversary of Project Devil; Devil Unit Continues to Perform Better Than Industry Average

Scales Premium Formats across the Web

NEW YORK, NY – October 1, 2012 AOL (NYSE: AOL) announced today the launch of Project Devil 2, the next phase of AOL's continued focus on innovation in premium branded display. Project Devil, launched in September 2010 at Advertising Week, was AOL's foray into revolutionizing premium display on the Web. After two years of advertiser input across categories including Entertainment, Retail, CPG, Finance, and Travel, AOL has added to its portfolio of premium ad units. The new 300x1050 has two applications within the unit, allowing the brand marketer to utilize a larger high-definition brand asset in the top module to drive a more enhanced experience for consumers. A smaller 300x600 unit features one large application. AOL has also added support for additional IAB Rising Stars display ad units such as the Filmstrip and Billboard to its diverse portfolio. The announcement was made at Advertising Week 2012 taking place in New York City, October 1-5, 2012.

The Pictela Management Center, a content management system to simplify the creation, serving, and optimization of high-impact advertising across browser, mobile, and tablet formats via a single creative process, has also evolved with new creative tools for agencies and publishers to drive more operational scale and make it even easier for them to design ads within a single interface.

"Just two years ago, we launched Project Devil, a premium display ad unit that re-imagined the intersection between content, advertising, and the consumer experience, radically improving the aesthetic quality, impact, and interactivity of online brand advertising," said Tim Armstrong, Chairman and CEO, AOL. "Product innovation continues to be a huge focus at AOL. Today, with the launch of Project Devil 2, we are evolving not only the format, but the powerful Pictela platform as well, based on the intelligence we have gained over the past two years running campaigns for brand marketers."

Performance Metrics and Vertical Applications
Since its launch in 2010, the Devil unit has delivered outstanding metrics for marketers. Recent data over a six-month period*, for example, shows an average Interaction Rate (ITR) of 5.18% and an average Interaction Time of 24 seconds. As AOL has worked closely over the past 24 months with marketers in various industries, the company has also created specific applications for marketers in each category. For example, in the Retail and CPG verticals, the media gallery app, recipe app, store locator, and coupon app continue to produce successful results while showcasing assets that the marketer in most cases has already created and is repurposing.

"Through our work with marketers and advertisers over the past two years, we've realized each industry has very unique needs in branded display – and this has helped us drive innovation in various applications for categories including Autos, Entertainment, Retail, and Finance," said Sanjay Jain, Chief Technology Officer, Pictela. "With Project Devil 2, our product strategy continues to be focused on the transformation from ad formats to ad solutions."

Scaling Premium Formats across the Web
Earlier this year, Pictela launched the beta version of Pictela Enterprise, a technology platform that gives advertising agencies a clean, simple, guided self-service interface to manage all their clients' brand assets and efficiently serve them into premium online display. Beta partners have provided valuable feedback over the past six months, and Pictela Enterprise is expected to move into general availability by the end of 2012.

All Pictela units are certified across all AOL's owned and operated properties and by more than 30 other publishers.

AOL also recently signed a partnership with Time Inc. around premium branded display. As part of the agreement, Time Inc. will use AOL's Pictela technology to power premium formats on their Time Amplify platform. Time Inc. will also certify Pictela for standard IAB ad units. In addition, Pictela will build a proprietary 300x600 premium ad format for Time Inc. with enhanced functionality specific to the publisher, expected later this year.

Pictela technology powers all the ad units in the IAB Standard Ad Unit Portfolio named at the IAB Annual Leadership Conference in February 2012, including Billboard, Filmstrip, Portrait, and Pushdown.

To learn more about other announcements by AOL and where AOL executives are speaking at Advertising Week 2012, visit

*Devil benchmarks from 1H12 Performance Benchmark Report, AOL Internal Data

About AOL
AOL Inc. (NYSE: AOL) is a brand company committed to continuously innovating, growing, and investing in brands and experiences that inform, entertain, and connect the world. The home of a world-class collection of premium brands, AOL creates original content that engages audiences on a local and global scale. We help marketers connect with these audiences through effective and engaging digital advertising solutions.
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Media Contacts:
Caroline Campbell
AOL Corporate Communications

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