News / AOL Blog

Scaling Premium Brand Advertising Across The Web

Feb 27, 2012

Today we announced the beta launch of Pictela Enterprise, a technology platform for the design, delivery and management of Premium Format ad campaigns, to help scale premium brand advertising on the Web. This robust new set of tools will put creative control directly in the hands of ad agencies, which will include Digitas and Mindshare at launch.

We believe the power of opening our Pictela platform to agencies is the next step in scaling Premium Formats across the Web. Think of Pictela Enterprise as a content management system for ads, whereby creative professionals can efficiently deploy high definition ads across the Web, all the while being able to update and optimize the content of those ads in real time. We are putting the power of publishing in the hands of the ad agencies and their clients so they can take full advantage of the new larger ad sizes coming to market.

We also announced a partnership with Moat, a brand intelligence and analytics company. Through this partnership we conducted research that compared user interaction across three different versions of Kitchen Daily ads: the IAB Portrait format vs. custom rich media vs. standard animated Flash (all 300x1050 in size).

The results show that the IAB Portrait performed 12% better than the custom format and 72% better than the animated Flash version.

Twelve percent might not sound like much, but there's been a perception in the marketplace that the only way to build a highly engaging ad unit is through custom rich media executions. By teaming with Moat in this research, we are validating that Premium Formats perform as well, if not better, than custom executions and standard Flash, while providing the benefits of repeatability and scalability through a productized approach.

This initiative isn't just about scaling Premium Formats across the Web, it emphasizes AOL's continued commitment to consumers to make online advertising more beautiful and engaging.

For more information on Pictela Enterprise click here.

*Moat/KitchenDaily study, February 2012