The final components of America Online's estimated $50 million ad campaign promoting its free portal service are expected to launch this week, with outdoor billboards in New York, Los Angeles, and
several other cities. Most of the ad spend will be placed online, including search marketing and online display ads. Carat Fusion worked with AOL to develop search optimization and marketing
strategies, while Atmosphere BBDO developed the online display spots, which are running on about 100 sites including CNET sites, eBay, and ifilm.com. The campaign also includes larger integrated
promotions, including the possibilities of microsites and roadblocks, with eBay and other large online properties. -- Wendy Davis
