AOL Expands Platform-A to Europe
Advertising Group Aligns AOL’s Existing Ad Operations, Offering Full Suite of Branding and Performance Solutions, Reaching 125 Million Online Consumers Across Europe
London, UK and New York, NY. – AOL announced the expansion of Platform-A in Europe, which aligns AOL’s existing advertising operations and offers advertisers and publishers a full suite of industry-leading marketing solutions powered by the Web’s most advanced advertising technologies. Brendan Condon has been named head of Platform-A’s International operations, based in London, reporting to Platform-A President Lynda Clarizio.
“By bringing Platform-A to Europe, we can offer advertisers the best marketing tools and technologies available to help them effectively and efficiently deliver their messages to online audiences across Europe,” said Randy Falco, AOL Chairman and CEO. “This builds on AOL’s strong presence in Europe, and positions AOL for growth in three key areas – publishing, people networks, and our advertising network.”
AOL’s publishing network in Europe includes owned and operated sites in 13 countries in the region. In addition, AOL recently acquired social media company Bebo – which is one of the leading social media networks in the UK. In mid-May, AOL announced the launch of its People Networks business unit, which combines Bebo with AIM, ICQ, and other AOL community properties, and has a global audience of about 80 million.
Platform-A in Europe will align AOL’s existing European advertising operations. These include Advertising.com, which has sales offices in nine countries in Europe; Frankfurt-based ADTECH, which is the leading ad serving company in Europe; buy.at, a leading affiliate network based in the U.K., as well as AOL’s ad sales teams in Europe. The new organization will also integrate industry-leading technologies including contextual search by Quigo, behavioral targeting by TACODA, and mobile ad-serving by Third Screen Media. Combined, Platform-A reaches 125 million online consumers, more than half of Europe’s online audience*.
“No other network can offer the reach, relevance and richness of Platform-A,” said Lynda Clarizio, President of Platform-A. “Advertisers will be able to use the most advanced optimization technology and behavioral targeting, combining AOL’s premium inventory with Advertising.com’s network, including social media, affiliate marketing, search, video and mobile. This will be possible with one insertion order and one point of contact. We’re launching this in Europe today and by the end of next year, it will be available around the world.”
Condon previously was head of Advertising.com’s International business. Prior to that, he was senior vice president of finance and operations at AOL Media Networks. Condon joined AOL in 2002, after having managed cross-media advertising initiatives over 18 years at Time Inc.
Dana Dunne remains the head of AOL Europe, overseeing growth of AOL’s owned and operated sites in Europe, including the AOL portals, music, video and entertainment offerings, search, and partnerships.
“Under Dana’s leadership, AOL has successfully made the transition from an access business to an ad-supported Web business, while greatly expanding our audience reach throughout Europe with the launch of several new portals,” said Falco. “A thriving owned and operated network is key to the success of Platform-A in Europe, and I’m looking forward to Dana’s continued leadership as we grow the size and engagement of our European audience.”
*Source: comScore Media Metrix, April 2008.
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