Devil ads to debut on mobile devices for three platform coverage

AOL’s “Project Devil” adverts, which were introduced back in late 2010 and have seen 150 advertisers place 700 ads since, are to be offered for mobile phones and tablets.

Advertisers now have the ability to run a single campaign across three screens at the same time.

It is due to be presented by AOL in New York on Wednesday to industry buyers.

Greg Rogers, CEO of Pictela, the developer of the software which AOL purchased back in December 2010, reacted to this latest development.

It is the “culmination of my original vision”, Rogers said. “Back when I pitched my investors, I imagined a day when you could serve, control and optimise a rich brand story across multiple screens.”

The devil ads, which are larger than traditional advertisements on desktop and laptop computers, will comprise of a small strip down the side of a tablet or mobile screen, which can expand to full screen when one of the available modules is selected.

Modules include separate photo and HD video galleries, as well as feeds for the advertiser’s social media pages or chosen content. When one of these sidebar links is clicked, a full screen version will appear.

The primary benefit to agencies is the element of choice. The same ads can be run across the three platforms along with reports on the level of interaction within each, or they can be varied depending on which device is being used.

All 25 apps will be made available over the next three months, with five set to be released at the launch for tablets and smartphones.

AOL is also looking to sell Pictela’s technology to publishers based on an ad-serving fee model.

According to Rogers, it will be “priced very aggressively to scale” with apparently lower fees than rich-media competitors.

To read the full Adage article, click here. The Ad Week feature is available here.