T-Mobile makes a billion-impression buy on Platform-A

Share this article:

T-Mobile USA has partnered with AOL's Platform-A to create a new Web advertising campaign promoting the new Google Android phone today and tomorrow.

The campaign involves a billion-impression media buy across the Platform-A system, which includes thousands of sites in the Advertising.com third party network, from November 10 to November 11. The creative will spotlight the T-Mobile G1 with the Google Android phone.

The “T-Mobile Billion Block,” as it has been deemed, is the largest-volume two-day ad buy in Platform-A history. Platform-A was established last year after a series of acquisitions in recent years. Since then AOL has merged its advertising business, Advertising.com with behavioral firm Tacoda and contextual ad platform Quigo.

Over a two-day period, the T-Mobile G1 will be seen across much of AOL and other Platform-A inventory. AOL estimates that the ad will be seen by about 81.5 million consumers over the two-day run.

“The goal for T-Mobile was to reach as many people as possible in a short period of time,” said Lynda Clarizio, president of Platform-A via e-mail. “Over the course of two days, the campaign is estimated to reach 81 million consumers. There is no specific demographic in mind. The campaign is designed for massive reach.”

Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Video's Going Programmatic, New Study Contends

Video's Going Programmatic, New Study Contends

Some 60% of brands now buy online video programmatically, according to a study from AOL's Adap.TV.

Dollar Growth Rate of Video to Peak This Year

Dollar Growth Rate of Video to Peak This ...

It will increase by 56% to $6 billion, then taper off due to growth in inexpensive mobile placements, says a new study.

Alliance Data Spends $2.3 Billion to Buy Conversant

Alliance Data Spends $2.3 Billion to Buy Conversant

CEO Ed Heffernan says the acquisition "bulks up" the digital marketing power of Alliance and its Epsilon and Loyalty One units.