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AOL Unveils New Global Branded Content Business: Be On
Be On launches with exclusive campaign from legendary football club, AS Roma featuring Francesco Totti
30th April 2013, London. AOL Networks has today announced the launch of Be On, a new global branded content business. Be On incorporates leading video distribution service, goviral, AOL Studios production expertise, and a new insights offering to advertisers – providing an end-to-end platform for long-form branded content across all devices.
Be On launches with a new campaign from AS Roma, celebrating Francesco Totti’s 20-year career with the legendary football club. The film (http://bit.ly/157bd7g), which will be syndicated in Asia, North America and Europe, has been created by the Be On team and features a parallel day in the life for Totti and Pepe, an AS Roma super-fan.
With offices across the world, including a new office in the U.S. announced today, Be On provides brands with the tools to create, syndicate at scale and measure premium content that people want to watch and share. The new service enables brands to:
· Brands can make use of AOL Studios, an award-winning creative services team and partner with some of the top names in the production business to create powerful branded video content.
· Through Be On’s innovative new Screens player, brands can enhance any piece of video content to make it fully interactive across all screens, and include customised skins and questionnaires or links to related content.
· Be On offers brands real scale, reaching 900 million unique users* from thousands of premium publishers in over 90 countries, enabling content to be syndicated across websites, social platforms and mobile apps.
· Be On syndicates content across 16 key verticals including entertainment, news, health, travel, home, family, fashion, tech, sports, automotive and gaming.
· Be On’s new advertiser dashboard provides brands with real-time insights and analytics including brand uplift, brand favourbility and purchase intent measurement.
· It also provides brands with a breakdown of audience demographics, social shares, views and impressions.
“As branded content is playing an ever-more strategic part in advertising campaigns, we are seeing an explosion in video everywhere. At the same time we are seeing a paradigm shift from social video to real storytelling by brands,” said René Rechtman, SVP AOL Networks International. “As the campaign with AS Roma demonstrates, brands want their story told through branded content so they can start conversations at scale. The global launch of Be On marks an exciting evolution of our business, enabling us to provide an end-to-end platform for advertisers.”
“AS Roma has a rapidly expanding global fan base and we look forward to sharing this special milestone with fans worldwide,” said Jim Pallotta, President of AS Roma. “We are excited that Be On chose AS Roma to be part of their launch. Their platform and approach shares our vision, and is well aligned with our objective of maximising global fan and corporate engagement through content and technology."
The launch of Be On was announced today on stage by Rene Rechtman at AOL’s 2013 Digital Content Newfront in New York, where more than 750 brand advertisers, marketers, agencies and digital and TV media buyers came together to see AOL’s new offerings in video and advertising.
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Notes to Editors
* Internal data, April 2013
For more information, please contact:
Gemma Dudley firstname.lastname@example.org 0203 301 2197 / 07817637750
Natalie Hall Natalie@kaper.uk.com 0203 301 2125 / 07879 672905
John Nolan email@example.com 07779329187
Notes to Editors:
About Be On
Be On, a division of AOL Networks is a truly global branded entertainment platform that brings together content production, syndication and real-time insights to provide advertisers with an end-to end platform for long-form branded content across all devices. Be On creates and syndicates content across 16 key verticals to 40,000 publishers in over 90 countries around the world. It has offices in the UK, US, France, Germany, Spain, Italy, The Netherlands, Denmark, Sweden, and Norway.
About AOL Networks
AOL Networks enables the world’s top marketers and media brands to reach consumers across desktop, mobile, tablet and connected TVs with impact through premium experiences, programmatic buying and performance driven campaigns. It is the global partner of choice for leading publishers, advertisers and agencies seeking to maximize the value of their online brands. AOL Networks brands include Advertising.com, The AOL On Network, Be On, ADTECH and Pictela.
About AOL Inc.
The companies that form AOL Networks are subsidiaries of AOL Inc. (NYSE: AOL), a brand company, committed to continuously innovating, growing, and investing in brands and experiences that inform, entertain, and connect the world. The home of a world-class collection of premium brands, AOL creates original content that engages audiences on a local and global scale. We help marketers connect with these audiences through effective and engaging digital advertising solutions.
About AS Roma
Founded in 1927, the legendary AS Roma plays in the world-renowned Italian Serie A football league. The Rome based professional team has won three Serie A titles, nine Coppa Italia titles and two Supercoppa Italiana titles. AS Roma’s youth academy regularly produce more Serie A players than any other in Italy. The "Giallorossi" whom call Stadio Olympico home, is the only Italian League team to be owned and managed by a United States-based group. The group, based out of Boston, MA, is led by owner James Pallotta, Chairman of Raptor Group, who is President of AS Roma.