Ad2One London

Brand new 'Direct Line' ad format live on 'MyDeco'

20th March 2012

AD2ONE is proud to announce the production of a brand new push down ad format for Direct Line, live today on MyDeco Marketplace: http://mydecomarketplace.com/

eBay exceeds performance on Philips Campaign

16th January 2012

The creative campaign focused on head to toe grooming solutions using a campaign strap-line of ‘Philips Grooming Tools from Start to Finish.’

A media strategy with a medium size scale and budget involved traditional placement across outdoor and daily press as well as online placement across a mix of lifestyle and online shopping sites including eBay.co.uk.

To see the full campaign and results please click here: http://assets.ad2onegroup.com/pdf/ebay_philips_brand_building_ad_effectiveness_case_study_final.pdf

AD2ONE bolsters core business with added focus on multi channel solutions

14th June 2011

 London: 17 June 2011. Leading digital adsales company, AD2ONE, recently placed in pole position in the NMA Marketing Services Guide for AdNetworks, has made 5 key appointments in the wake of high UK growth volumes, both in terms of publisher client wins and turnover. The new staff members will sit across Sales, Business Development & Advertising Operations under Cameran Harman, the UK Managing Director, with a focus on bolstering creativity as well as driving commercial opportunities offered through mobile, video and creative solutions.  

With the display ad market continuing to grow at pace, AD2ONE has experienced very strong year on year growth in their 10th anniversary year.  Cameran Harman, UK Managing Director, AD2ONE comments: “Advertisers are looking for display opportunities that are transparent and that add value and our publishers are benefiting from that”.

John Cardwell joins as Head of Sales from the Telegraph Group with a specific remit to focus on upweighting creativity, integrated site specific sales projects as well as mobile. Cardwell has spent the last 7 years on the digital side of the newspaper industry, having also worked for the Financial Times. John’s experience delivering big ticket solutions for The Telegraph for clients such as Toshiba for the World Cup across Online, Mobile, Video & Integrated Social Media fits with AD2ONE’s premium offering to agencies, delivering integrated solutions across their publishing base.

David Barr joins as Head of Client Development. Formerly Head of Sales at VNUnet and instrumental in the commercial development of ISP, Supernet to the tune of several million pounds in additional revenues, David’s experience also includes his own consultancy which focused on presenting and delivering market leading mobile solutions to major publishers & core brands such as IDG, Incisive, Livenation, Barclays & Purina. In his new role, David will look to maximise commercial opportunities for AD2ONE’s publisher clients. His core aim will be to develop creative, mobile and video solutions into the publishing mix.

Tim Bobker joins as Technical Adserving Specialist as part of AD2ONE’s expanding Ad Operations specialism. Tim joins from Addvantage Media. Tom Bryant and Charlotte Powers, formerly of IPC Media and Global Radio respectively, join as Sales Executives to focus on AD2ONE’s growing commitment to the agency sector.

Harman adds, “With these additions to our core team, we will be in a very strong place to deliver existing publishers more high worth commercial opportunities through mobile and rich media as well as attracting new publishers into our business.”

These appointments follow on from what has been a strong couple of years for AD2ONE. The global digital sales house picked up a number of new publishers in 2010 including Transport for London, Skype, Shopping.com and MyDeco. AD2ONE’s client portfolio also includes high profile brands including Ryanair, UGO, BAA and eBay.

Why digital display advertising must get more creative

14th February 2011

Why digital display advertising must get more creative Feb 14, 2011 

By Cameran Harman, AD2ONE

Despite market indicators predicting that online display growth will outstrip search in 2011, there is still a hesitation among marketers about committing to this channel. 

Search marketing is already something that all online marketers not only want to invest in but also feel that they have to invest in.  The fear of loss is often stronger than the pursuit of gain. Search has some robust analytics, a good story and, instinctively, feels like a safe bet, even if you consider the methodological issues that search marketers face due to the high value attributed to their own brand terms, and, the doubt cast over how much search actually contributes to overall objectives

The question for search is whether it has much more room to grow.  Despite the massive scale of the largest search providers, the actual volumes of searches relevant to any given advertiser are relatively low, unless you are able to monetise searches for Paris Hilton or Justin Beiber.

Display, on the other hand, still has some way to go before it becomes an equally safe bet in the minds of the advertiser.  Looking at the growth in display can also be misleading for publishers who are looking to invest in their advertising offering.  The percent growth is still relatively conservative overall, despite the significant growth in display advertising spend experienced by internet giants like Facebook and eBay as well as social media, online video and ad exchanges (excitingly, this is also the year of mobile too).  This can be tough for digital publishers who are reliant on display advertising as their key revenue stream, especially when it comes to explaining to the investors why they aren’t seeing the same growth that the market seems to be seeing.

Media agency commitment to their own display network offerings are a very strong indicator that display is a fertile investment opportunity.  However, this is perhaps born as much out of a perceived lack of value from the established black box networks, which offer a “me too” behavioural segmentation and optimisation, as much as by the ambition to create a competitive advantage for their clients.  At the same time, there is anticipation from agencies that there will be a significant increase in brand and creative lead, high engagement integrated advertising executions as well as more attention given to the new innovative rich media techniques that seem to come out daily.

It is also great to see new players emerge like Skype who, in its first foray into offering display, have taken the bold and very well received approach of only having a singular, high impact creative format, abandoning any standard rotational ads.  We have seen an exceptional increase in demand from advertisers for transparent, relevant advertising where the value of the context can really be exploited.  A site like mydeco.com is in a great position because of its blend of context and audience, and where it sits in the purchase cycle even though there is much cheaper vanilla “retargeting” options.  The key for growth seems to be offering a competitive, additive and creative option for both brand and performance budgets.

So the picture is that, online display advertising market as a whole will continue to grow and will continue to outstrip growth in search spend for years to come.  This will be partly driven by innovation and new launches but, for it to really continue to progress, advertisers will need to feel that the analytics are robust and their opportunity to control, optimise and indeed create value because the data gives them the confidence that display is a must have.

TFL starts selling display ad space on site for first time.

10th February 2011

Transport for London is selling display ad space on its website for the first time as the public sector organisation looks to its digital media assets to bolster commercial revenue streams.

British Gas, Camelot, National Express and P&O are among brands running display ads around TfL’s online Journey Planner, while the organisation’s mobile offerings – apps and a mobile-optimised site – have also been earmarked.

While there are no ad targeting opportunities at present, brands will ultimately have the ability to target sessions based on what users are doing. This could include ads related to a user’s destination.

 .A spokesman for TfL said, “This is part of our overall digital strategy. We’re looking at creating more innovative online services to offer our customers and passengers.”

According to Cameran Harman, MD of sales house Ad2One, which has been appointed to sell advertising around the Journey Planner, digital media sales is a natural iteration of its offline media sales strategy.

“TfL has been selling ad space on the Underground, at bus stops and on buses for a long time. Digital is just another way it can talk to people getting around London,” he said.

“This is the first stage of more innovative opportunities,” Harman added. “At the moment it’s just standard placements, but ultimately there will be fully integrated opportunities, targeting people as part of their journey, but also integrated into the way people use the site and travel around London.”

According to Ad2One, the Journey Planner has around 6m visitors a month. “We’ve seen click-through rates of 1.35% on the Journey Planner compared to an industry average of 0.6%,” said Harman.

According to MPG Contacts head of digital trading Paul Vassallo, the value of TfL’s commercial proposition is in its targeting rather than its reach.

“It’s limited in terms of its scope, compared to some of the bigger networks we use,” he said. “But on a targeted basis, it has some decent value in that you can know exactly where people are going. What I’d like to see, though, is some keyword targeting being offered.”

At the end of last year, TfL updated its online portal to simplify how third-party developers publish travel-themed mobile apps based on its information. This includes a live travel news feed called Trackernet, which shows the location of trains on the Underground network (nma.co.uk 14 December 2010).

Stardoll appoints AD2ONE for Regional Sales

29th November 2010

Online teen community Stardoll is looking to ramp up its display sales and has appointed Ad2One to sell on a regional basis.

The digital sales house’s Manchester office will focus on agencies in Scotland and the north of England, selling alongside Stardoll Network’s existing sales team’s strategic efforts.

Earlier this year, Stardoll relaunched with a more mature look, greater social functionality and increased video content, opening up richer commercial opportunities for advertisers (nma 22 July 2010).

Stephen Molloy, commercial director of Stardoll Network, said, “Over the last 18 months our digital sales team has worked strategically with brands to develop a tailored approach. We now have a clear focus to enhance our sales operation in the North.”

Current display advertisers on the site include Ebay Outlet, Clarks Wave Walk, Barclays and BlackBerry. In May, Alberto Culver-owned cosmetics brand Simple became sponsor of Stardoll TV, a channel on the site hosting its ad-funded online video series (nma 20 May 2010).

Stardoll, which claims 15m unique visitors a month, is the number one publisher in ComScore’s teen category, both in Europe and worldwide.

Ryanair expands brand advertising options to attract local businesses

19th October 2010

Ryanair is to extend its third-party online ad opportunities, with new formats and route sponsorship.

The Irish budget airline is looking to open commercial opportunities to local businesses in Europe by adding more destination content around events, such as ski festivals, as well as offering global brands sponsorship of certain routes.

Its ad sales house, AD2ONE, said it will look at targeting 4x4 car makers, as well as relevant retail brands, ahead of the forth coming ski season.

Ryanair is also understood to be testing home-page reskins by FMCG brands that will link to its user-printed boarding-card advertising.

The airline has traditionally been cautious about opening its online inventory to brands and only made its first move into destination content this year (NMA 25 March 2010).

Ryanair online manager Aileen O'Mahony said the destination guides allow local businesses to make travel offers to Ryanair's 73m passengers, 'allowing local tourism to grow in line with Ryanair's passenger growth', expected to reach 75m next year.

Ryanair's ecommerce site claims around 15m monthly unique visitors, generating 5bn page impressions a year, according to Nielson.

Jo pIke, Account Director for the airline at AD2ONE said, 'Ryanair has the longest dwell time of any of the travel sites, and it has the scale.'

Ryanair has extended its third-party advertising offer from two as spaces on its home page in 2009 to now testing home-page reskins and aligning with further opportunities around email communication, email newsletters, destination content and boarding-card advertising.

'The primary focus is our boarding-card advertising, as it's compulsory for passengers to carry this, so it offers no wastage,' said O'Mahony.

Shopping.com appoints AD2ONE

5th August 2010

AD2ONE are delighted to announce a new advertising partnership with Shopping.com.

Shopping.com is the largest product comparison site in the UK, offering consumers the chance to compare the widest variety of products anywhere in the market.

Its Epinions.com community helps consumers make informed decisions & merchants generate qualified leads.

Shopping.com has over 2.2 million unique users & over 7.7 million page impressions* every month creating a unique opportunity to talk to consumers who love to shop & spend money online (* Nielsen February 2010)

AD2ONE will be unveiling display advertising opportunities in the coming weeks.

MYDECO choose AD2ONE for sales task

5th August 2010

mydeco.com, the UK’s largest online homewares and furniture store, has appointed leading sales agency AD2ONE to manage its display advertising sales, on an exclusive basis from March 3rd.

The site which now attracts over 1 million monthly visitors and celebrated its 2nd Birthday in February, has fast become the first stop for UK consumers who are passionate about designing and shopping for their homes - resulting in a 229% year on year increase in qualified traffic sent to retail partners.

Recently appointed CEO, Nicole Vanderbilt, commented “mydeco.com is an innovative platform which has changed the way UK consumers design and shop for their homes.  We are already seeing mydeco make an incredibly positive impact on our retail partners by sending them increasing volumes of qualified traffic. We are excited to partner with AD2ONE to help advertisers reach our style-savvy audience of shoppers who are passionate about their homes. ”

Jo Pike, AD2ONE’s Commercial Director commented - ““AD2ONE has a strong heritage of selling into the home improvement advertising vertical and is delighted to be working with such an influential brand as mydeco.   Our objective is to help Nicole further develop the mydeco brand by working with brands and agencies who want to reach the sites core audience of affluent, design-savvy and home focused women aged 25 plus”

The win sees AD2ONE add to an already impressive client portfolio which includes high profile brands including Cineworld, Expedia, eBay, Disney and BAA.

AD2ONE secures top ten ranking

5th August 2010

AD2ONE has secured a top ten ranking in the very latest IPA digital media owners survey.

In fact AD2ONE was rated the best amongst it's closest competitors, polling better than Unanimous and adlink.

Etype didn't even make the top 25.

To see the full results please click here

Friends Reunited choose AD2ONE

5th August 2010

Friends Reunited, the original social networking site with over 20m registered users, has appointed sales agency AD2ONE to sell advertising across its group of sites (including genealogy site Genes Reunited and Friends Reunited Dating) after a competitive pitch.

Each of the three sites within the Friends Reunited Group are designed to help create strong emotional connections online between people and AD2ONE’s remit will be to increase advertising revenue by selling standard advertising packages across the sites as well as working with advertisers and agencies to develop more integrated campaigns.

Andy Baker, Managing Director of Friends Reunited, said: “We undertook a very thorough pitch process and received three high quality pitches. We wanted to work with AD2ONE as they impressed us the most with their clear commercial thinking, fantastic client-support and operations team and terrific track record with other high-volume, rich-data online clients.”

Jo Pike, AD2ONE’s Commercial Director, commented: “Friends Reunited has been an institution in the world of social networks since 2000 and we’re delighted to have been chosen to work with them.  We’re really excited to be working with a group of sites in the social space that reaches such a unique audience of 35+ adults.  No other brand can reach this type of mature adult audience, and deliver the same type of onsite targeting”

The win comes during a period of sustained growth for AD2ONE with recent wins including Cineworld and The Beauty Quest adding to a portfolio that already boasts leading sites including Expedia, eBay, Disney and BAA.

Friends Reunited – www.friendsreunited.co.uk

• Friends Reunited is the original social network with 20.6 million members, of which 2.9 million were added in 2008. Launched in 2000 as a back-bedroom hobby to put old school friends back in touch with each other it swiftly became a British media phenomenon. Today, the site is a leading UK social network for grown-ups, funded by advertising.

• Genes Reunited is the UK’s leading, mass-market family history brand with 10 million members and over 650 million names listed. One new name is added to the site every second. The strong membership community is the key to the site’s success, as members help each other find common links and shared relations. Members are also able to search through millions of official census, birth, marriages, death and military records. Increasingly aspects of social networking and genealogy are naturally overlapping and the Group is ideally placed to drive these developments. Genes is funded through subscriptions and pay-per-view.

• Friends Reunited Dating is one of the largest paid-for dating sites in the UK with over one million registered members. It is recognised as an easy to use website, with a friendly user community, somewhere to find a serious relationship with a focus on the 35 years old plus market.           

For more information about the company please contact Carolynne Bull-Edwards on 01883 717468 or email press@friendsreunited.co.uk

Ad2One appointed Vtravelled

5th August 2010

LONDON - Ad2One, the digital sales house, has been appointed by Virgin Atlantic to sell commercial opportunities around its new online travel community website, Vtravelled, across Europe, South East Asia and Australia

Vtravelled.com, launched at the end of June to coincide with Virgin's 25th anniversary, is aimed at travellers and showcases destinations through personal insights, photography and editorial.Featuring guides on hundreds of cities, beaches, ski resorts and national parks, the site aims to "inspire new adventures", as well as make it easy to create, plan and share travel experiences. Ad2One has been involved with the site since it went into beta testing at the beginning of the year. The site features 800 destinations and allows travellers to build a profile of their travel experiences, with photos and comments, which can be shared with other users. Last month, the digital sales house was appointed by Aviva-owned breakdown service RAC to handle its online inventory in the UK. The agency won the account, worth up to £1m, from incumbent ad sales house Adlink.

AD2ONE appointed RAC Sales Task

5th August 2010

AD2ONE, the UK’s leading digital sales agency - has enhanced its portfolio of motoring titles, after being appointed by the RAC to sell its online inventory in the UK.

The account was previously held by rival sales house Adlink.

AD2ONE already represents a number of leading motoring sites such as eBay Motors, Wisebuyers, Your Driving and Clean Green Cars and this latest win will further increase their market share within the automotive vertical.

The site, which according to ComScore has 14m page impressions and 2m unique visitors to its site each month, wants to become a key destination for brands advertising online.

Jo Pike, Client Director of AD2ONE said “The RAC is an institution in the UK and we are immensely proud that they have chosen to work with us.  The website has a diverse user base and we are planning to offer advertisers new and engaging ways to communicate with them.   We want to make AD2ONE a core sales point for agencies and advertisers wishing to align themselves with premium content within this sector and the RAC is a fantastic addition to our portfolio”

AD2ONE Retains IASH Accreditation

5th August 2010

AD2ONE has demonstrated its commitment to the IASH Code of Conduct by retaining its full IASH accreditation in their latest audit.

Their continued accreditation is further validation of the companies’ strict quality inventory policy and commitment to transparency and best practice.

Grant Allaway, joint Managing Director of AD2ONE said “We want to send a clear message to our publishers and agencies that we are trading responsibly and are dedicated to meeting the guidelines set down by IASH”

Established in 2005, IASH exists to promote the real benefits of the online advertising network business model, and reinforces the need for best practice among these organisations via the adoption of an effective Code of Conduct.

New partnership with Ryanair

5th August 2010

AD2ONE are delighted to announce a new advertising partnership with Ryanair.com.

Ryanair is the world's largest international passenger airline, flying from 31 bases and carrying over 60 million passengers per annum. With over 99% of Ryanair flights booked online, and an increasing proportion of passengers checking in online Ryanair.com is a valuable destination for advertisers to reach consumers open to discretionary e-commerce expenditure.

AD2ONE will unveil a range of commercial opportunities to help you target family holiday makers, business short haul flyers, and specialist activity travellers in the coming weeks.

Portfolio expands with New Scientist

AD2ONE, the UK’s leading digital sales agency, has been appointed by New Scientist to sell its online inventory across mainland Europe.

The agreement will further enhance AD2ONE’s pan-European credentials, following the announcement in January that the sales house had formed a strategic partnership with leading German publisher Tomorrow Focus AG and its digital division, Premium Publishers Online (PPO).   AD2ONE’s UK portfolio already boasts global brands such as eBay, Lonely Planet and Disney.

Grant Allaway, Managing Director of AD2ONE said “New Scientist is an internationally recognised media brand, so we are delighted that they have chosen to work with us.  The website has a diverse user base and delivers more insight than any other current affairs or science source on the internet”

According to latest statistics released by New Scientist, the site delivers 13 million pages impressions a month with around 3.5 million unique users, whilst New Scientist magazine enjoys a worldwide readership of over 800,000.