• by Philip Rosenstein , January 5, 2017

AOL announced on Thursday at CES the launch of BrandBuilder, a creative ad framework powered by AOL data and platforms.

The Brandbuilder framework supports experiences across display, video and mobile ad formats.

BrandBuilder has three subsets: Director, which drives emotional connections with consumers; Buyer, which drives brand sales; and Beta, which drives special ad experiences.

“BrandBuilder Beta ad experiences will be sold direct at launch, but there is an opportunity for programmatic once they scale,“ Spencer Sloe, VP of advertising product and strategy for AOL Content and Brands, told Real-Time Daily via email.

“We anticipate higher engagement numbers,” added Sloe. “Less intrusive ad experiences such as Player Up and DataPerks will give consumers the experience they desire. Through BrandBuilder Beta, brands will be working with AOL to create and ideate advertisements that engage the consumer in an organic manner.”

At launch, two novel ad experiences are available:

-- DataPerks works as an incentivized mobile-based value exchange, where consumers are rewarded with additional wireless data for engaging in various lead generation actions, like downloading a coupon. DataPerks is available in Q1 in the U.S. for users of AOL parent Verizon Wireless.

-- Player Up, which is currently available in the U.S., the U.K. and Canada, serves as a substitute for traditional 15- to 30-second pre-roll ads. Instead, AOL offers 3- to 7-second ad experiences with customizations including rich-media overlays.

Brands can partner with AOL to iterate and test new formats through the beta subsection of the Brandbuilder framework.