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AOL Advertising Launches Politics Hub

Jul 22, 2010

Display Advertising: Simple, Easy, Targeted

New York, NY – July 22, 2010 – AOL Inc. (NYSE: AOL) today launched AOL Advertising Politics hub,, an online destination created for campaigns, issue advocacy groups, and companies interested in targeting constituencies online. The AOL Advertising Politics hub connects to Ad Desk for Politics and Display University, both of which aim to educate and enable political marketers to easily purchase display advertising.

Online display advertising has become an important component to any political victory. With the Supreme Court ruling earlier this year lifting the restrictions on political ad spending from corporations, companies can now join campaign and issue advocacy groups in influencing voters online. The Presidential race of 2008 as well as the 2009 Scott Brown race in Massachusetts showed the impact spending online can have on a campaign.

The Politics hub will help political marketers determine how best to structure their online campaign whether they are looking to use display advertising to help fundraise, build name recognition, organize their field operations, persuade voters, respond in real time to negative press or competitive messaging, get out the vote, or educate voters about the issues relating to the race.

"AOL has positioned itself to be the go-to resource for political marketers needing to reach their constituencies through our ability to reach target audiences at scale with our comprehensive set of innovative, highly-targeted products," said Jeff Levick, President, AOL Global Advertising and Strategy. "Our Politics hub lets campaigns and issue advocacy groups take their messages directly to voters and key influencers in a proactive way through display advertising, and we make the on-boarding process something that is simple, easy and intuitive."

The AOL Advertising Politics hub includes:

  • Ad Desk for Politics – A comprehensive 'how-to' guide for political targeting in Ad Desk, AOL's display advertising platform. It offers tips to help campaigns and issue advocacy groups proactively reach voters and key influencers using display advertising with targeted precision and scale. There are also new targeting options such as congressional district targeting, in addition to the current suite of geographic, demographic and behavioral targeting options. Through three easy steps, marketers can pick their targeting locations, upload their ads, and start a campaign.
  • Display University – A micro site to help marketers build their first campaigns and enhance their existing ones. Display University currently features topics from the experts on our team, with content ranging from how to create a better banner ad to how to best optimize display campaigns for success, and will continue to evolve with helpful information.

AOL Advertising has expanded their Political and Issue Advocacy team to include seven dedicated team members focused on evangelizing the power and importance of display advertising in the political community, including Rena Shapiro, who recently joined AOL from Google, where she created their political team in 2007.

"AOL will be leading the charge in shifting traditional media to online," said Rena Shapiro, Director of Political and Issue Advocacy Accounts. "As more campaigns and issue advocacy groups begin to understand the power of the Web, AOL's original content and advertising technology puts us at the forefront of political online advertising."

About AOL
AOL Inc. (NYSE: AOL) is a leading global Web services company with an extensive suite of brands and offerings and a substantial worldwide audience. AOL's business spans online content, products and services that the company offers to consumers, publishers and advertisers. AOL is focused on attracting and engaging consumers and providing valuable online advertising services on both AOL's owned and operated properties and third-party websites. In addition, AOL operates one of the largest Internet subscription access services in the United States, which serves as a valuable distribution channel for AOL's consumer offerings.

Media Contacts:
Diedre Ayers
AOL Corporate Communications
(212) 652-6355

Caroline Campbell
AOL Corporate Communications
(917) 606-4772