AOL have launched BrandBuilder by AOL, a new ad creative framework which will bring a less intrusive way to build brand awareness and drive sales. eBay was one of the first to join the program last summer and helped influence AOL’s Player Up experience.
Player Up, unlike traditional video pre-roll ads prior to content (think YouTube ad style experience), is a suite of non-intrusive, consumer-friendly ad experiences that offer an alternative to pre-roll. Creative can be displayed as part of a custom :03 – :07 second experience that introduces the content (Bumper), a rich media overlay that extends beyond the introduction into the content (Watermark), or as part of the pause button (Pause). Player Up is currently available in the US, UK and Canada.
“Our customers are the heart and soul of eBay, and our number one goal is to give them the best experience,” said Olivier Ropars, Senior Director of Global Internet Marketing at eBay. “Through AOL’s BrandBuilder Beta program, we became an architect and helped shape a truly unique experience that is less intrusive and more relevant to our consumers. As brands, we’re only as successful as our customers are happy, and programs like these are what help us continue building a brand people love.”
There are some obvious categories where the new AOL ad experience will give huge wins for eBay. Fashion immediately springs to mind – On any site that a designer or fashion blogger is talking about the latest trends, eBay can have overlay watermarked adverts with relevant content.
This could easily translate into other verticals – I wouldn’t be surprised to see eBay Motors jump on board promoting everything from parts to car tyres. Say you’re looking at a “How to change the alternator on a Ford Focus” and an overlay offers you new matching alternators from eBay for example.
Whilst it’s unlikely that most individual eBay sellers will have the resources to run AOL BrandBuilder campaigns that is the benefit of partnering with a marketplace who do have the scale to take advantage. Driving traffic is eBay’s role, providing the product and a superb buying experience is where sellers should be focusing allowing eBay to do what they do best.