News / News Releases


Jun 21, 2011


Sleek new AOL homepage unveiled with Tesco announced as Project Devil advertising partner

21st June 2011, London & Cannes: AOL UK today announced the launch of its newly refreshed, next generation homepage,
The new homepage takes into account extensive consumer feedback from AOL users, focusing on relevant and quality content. The new format is a significant revamp to the existing homepage featuring improved layout, streamlined navigation, more premium content, a larger video presence and an enhanced search interface.
"We've listened to our users and worked hard to evolve the AOL UK homepage to make it a greatly improved browsing and navigation experience," said Kate Burns, SVP, AOL Europe. "Driven by a commitment to provide excellent editorial at scale, the new site makes it easier for everyone to discover, browse and share our wide breadth of high-quality content. It also provides advertisers with a great opportunity to reach highly engaged audiences and push the boundaries of creativity through our very rich and unique mix of advertising formats."
Launching with Tesco as advertising partner, the updated homepage offers a broad range of advertising solutions including the revolutionary Project Devil format, offering brands 100% share of voice on the page. The increased visibility of video also provides additional advertising opportunities, including the integration of goviral's branded video content on the homepage. UK Devil campaigns have yielded exciting results, leading to increased user engagement with 75% of users clicking on the advertisement*, greater brand awareness, more social referrals and amplified online sales orders.
The Tesco Project Devil campaign brokered by Initiative, promotes the supermarket giant's Real Food range and offers a carousel of strawberry based recipes, a download of the latest issue of Real Food magazine, its latest TV commercial and a link to an online and in-store strawberry offer.
"AOL's Devil format brings our Real Food campaign to life through meaningful content, video and a strong call-to-action. What would have once simply been an advertisement is turned into a rich content experience for our consumers," said David Schruers, head of online at Initiative.
New features include:
· "You've Got..." – The web's open microphone, where celebrities, politicians, artists, prominent figures etc... have a minute to deliver an interesting and topical message to the UK public. At launch this includes: Dannii Minogue who brings users the latest from Australia's Got Talent.
· Going forward, AOL users can expect further "You've Got..." videos from Jackie Collins, Matt Damon and even Cookie Monster!
· The Daily Buzz – With more premium content available, this feature is AOL's pick of the top stories being talked about and shared, ensuring users are kept abreast of the most popular news and entertainment of the day.
· Video – AOL will continue to produce its own original video interspersed with partner content from ITN and indie comedy film producer, Pulp. Video features prominently on the homepage and expands for greater visual impact when the user clicks play.
· Search – AOL has launched a new search interface, which provides a richer search experience for images, video and news. In addition to a navigation panel on the left hand side, there is a redesigned header and a more streamlined search box.

For more information, please contact:
Gemma Dudley 020 7096 6688 / 07817637750
Chris McCafferty 020 7096 6695 / 07801 109654
Notes to Editors
* AOL UK Internal Advertisement tracking March-April 2011 Relaunch
Since launching in November 2010 in the USA, the homepage has seen video views increase eight fold and Search queries increase by 10%.
About AOL UK
AOL (UK) Limited is a subsidiary of AOL Inc. (NYSE: AOL), a premier global media company with a suite of brands and products serving consumers, advertisers and publishers worldwide. AOL Media is a leading source of news, opinion, entertainment, community and digital information comprised of a wide range of destination websites, including, MyDaily, AOL Music, Parentdish <> , Eleven TechCrunch, and Engadget < <>
The AOL Group includes < <> > , ADTECH < <> > , goviral < <> > , Pictela < <> > , Video, inclusive of AOL Video <> , and Content Solutions and serves a combined content and advertising market at scale through video, brand advertising, content and ad serving.

AOL is focused on engaging consumers and providing online advertising services and solutions on both AOL Media destination websites and third party websites, in addition to serving consumer platforms including AOL Mail <> , AIM < <> >, < <> >, and mobile experiences. AOL also operates one of the largest Internet subscription access services in the United States that serves as another distribution channel for its consumer offerings.