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May 4, 2011 07:13 pm GMT
AOL CEO Tim Armstrong is betting on the devil. Project Devil, that is. Those are the ad units on AOL properties (including TechCrunch), and now on Hearst sites as well, that take up all the ad spots with one campaign. Instead of 14 different ads on a page, the same space if all given to one advertiser. They are designed to be more engaging as well via the addition of maps, videos, and other interactive elements. In today's first quarter earnings call, Armstrong told analysts: "On every single benchmark, Devil Ads perform better."He then broke down some stats: compared to "industry benchmarks" (i.e. run-of-the-mill display ads), AOL is seeing 6.4X the engagement rate with Project Devil ads than standard ones (10 percent versus 1.5 percent engagement), 1.9X the click-through rate, and 3.4X the time spent with the ads for those people who do engage (47 seconds versus 14 seconds). Project Devil video ads are played twice as much as other video ads.
Original Link: http://feedproxy.google.com/~r/Techcrunch/~3/QxSdGr6JaCY/
Tim Armstrong Gives Some Project Devil Details
AOL CEO Tim Armstrong is betting on the devil. Project Devil, that is. Those are the ad units on AOL properties (including TechCrunch), and now on Hearst sites as well, that take up all the ad spots with one campaign. Instead of 14 different ads on a page, the same space if all given to one advertiser. They are designed to be more engaging as well via the addition of maps, videos, and other interactive elements. In today's first quarter earnings call, Armstrong told analysts: "On every single benchmark, Devil Ads perform better."He then broke down some stats: compared to "industry benchmarks" (i.e. run-of-the-mill display ads), AOL is seeing 6.4X the engagement rate with Project Devil ads than standard ones (10 percent versus 1.5 percent engagement), 1.9X the click-through rate, and 3.4X the time spent with the ads for those people who do engage (47 seconds versus 14 seconds). Project Devil video ads are played twice as much as other video ads.Original Link: http://feedproxy.google.com/~r/Techcrunch/~3/QxSdGr6JaCY/
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