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