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Driving "tangible and meaningful results" for AOL

When AOL was looking to build "a content ecosystem for the next decade," they thought what better way to show it off than in the preferred method of transportation for Wall Street, the press, and the advertising/media community?

AOL ran across the entire VeriFone network in New York City for two weeks beginning in September, and another eight weeks in November/December, showing a combination of :15 brand "canvases" highlighting their new brand identity and :15 and :30 branded content clips to demonstrate their breadth of online video content.

Impressive Metrics

With a total advertising recall of over 50% for regular taxi riders, the campaign drove impressive results for the AOL brand and it's video properties, especially among non-AOL users:

  • 65% had a more positive view of AOL after viewing the ads on VNET
  • Non-AOL users showed a 97% lift in favorability of AOL (Top 2 boxes) and a 48% in likelihood to recommend
  • Among Ad Aware non-users, there was an 88% lift in usage intent (Top 2 boxes)

Aol got its message across when it came to creating awareness of its online video properties:

  • Over 80% of respondents reported learning about Kitchen Daily, Moviefone and AOL Music as AOL properties for the first time on VNET
  • Ad Awareness drove a lift of over 100% in usage intent among non-users for key categories:
    • Entertainment/Movie News – 171% lift (very likely)
    • Music News, exclusive performances – 153% lift (very likely)
    • Fashion/Style – 103% lift (very likely)
    • News/Headlines – 109% lift for (top2)
    • Travel information – 101% (top 2)

A Perfect Fit

AOL was so pleased with the results, they renewed their relationship with VeriFone Media for all of 2011, expanding their run to include Boston and Chicago while adding the premium positioning to all markets.

"We believe in the importance of relevancy and the value of digital advertising to engage consumers with our content," said AOL Chief Marketing Officer Maureen Sullivan. "[VNET] TaxiTV is a unique example of how ground-breaking new media opportunities can achieve those core elements and has driven tangible and meaningful results for AOL and our family of brands."