AOL rolls out Project Devil ad format

The Project Devil ads offer advertisers a large canvas format with three interactive panels, which can host interactive media and applications such as video, slideshows, maps and polls.

The new format offers increased engagement as the wide-ranging functionality of each panel includes media streams and applications such as video, slideshows, mapping, 3D rotation, quizzes, polls, text messaging and much more.

Every ad is fully interactive, eliminating the need for consumers to navigate away from the page to explore its features.

There is only one ad per page to ensure the advertiser is afforded 100% share of voice and all distractions and clutter are eliminated.

Marks & Spencer are using the ad format to drive awareness to its latest summer campaign, created by RKCR/Y&R. It features a slide show within the ad unit, behind the scenes footage of the campaign shoot, and online discounts.

Rim is promoting its BlackBerry Torch TM handset device, with an interactive product site and in ad video by music producer Diplo. The deal was brokered by Starcom Mediavest.

Rob Blake, vice president of advertising at AOL Europe, said: "Project Devil treats advertising as content, giving brands the chance to build creative that complements the editorial on the page, instead of competing with it, something which is central to AOL's strategy."

AOL began trialling the larger ad format with a Nokia ad on its MyDaily site last year. The format was introduced in the US in September 2010.

Last month AOL bought The Huffington Post for $315m (£195m). Yesterday (24 March) it announced it was launching a UK version of the site.

This article was first published on mediaweek.co.uk