AOL has launched a new ad unit on its homepage

Absrtact: In order to provide additional value to advertisers who buy display ads, AOL has launched a new advertising unit on its homepage. The unit allows brands to emphasize charitable activities that they may participate in.

AOL has launched a new advertising unit on its homepage to provide added value to advertisers who buy display ads. The unit allows brands to emphasize charitable activities that they may participate in.

The brand that buys the homepage advertisement on this portal site will have the opportunity to use this ad unit. The unit is located below the main advertising position on the home page. However, brand owners do not have to do so. If there is no activity to fill, then AOL will pick up some activities from the Ad Commission network or the public service network to populate it.

Christa Zambardino, US online sales director, told reporters, "We use this ad unit as an added value to our home advertisers." ”

Last week, Toyota was the first brand to use the ad unit. The brand also purchased the website's homepage covering ads to promote its Togethergreen initiative. Through this initiative, the company collaborated with another organization, Audubon, to fund projects. Today, the ad unit displays an advertisement through a public service website to appeal to the public to raise money for America's aging society.

"It's a green advertising position and we plan to show different charitable activities every day," he said. "Blair-Cobb, senior manager of online public marketing, said. The company allows advertisers to choose the type of public service they want to display entirely. "This approach is more conducive to our advertising partners to show their real concern." ”

AOL has been experimenting with its advertising services recently, trying to increase the value of its advertising inventory for advertisers. The company has reduced the number of ads advertised on its web site, but is also experimenting with new advertising formats, such as the Project Devil Unit. Through a modular platform, the product allows advertisers to integrate multimedia content and social content into a large advertising unit.

The company recently released its advertising revenue in the third quarter of this year, but chief executive Tim Armstrong said he expected the company to "show signs of Improvement" in 2011. Overall, the drop in advertising revenue in the third quarter of this year was flat at 27% per cent over the same period last year.