AOL to Add Video Spots to Instant Messaging

Posted By Hollis Thomases on Oct 17th, 2003

It has been reported that AOL will introduce 120×60 video ad spots in its AOL Instant Messenger (AIM) Buddy List on November 7th. This is in an effort to generate more advertising revenue from one of the most popular features on the AOL network.

AOL, plans to debut its 15- and 30-second spots on its AIM Buddy List starting with a trailer for Elf, a new film.

The streaming video, rich-media-enabled ads feature Eyewonder technology and will run in the spot currently allotted to 120 x 60 static banner ads on top of the AIM Buddy List. The videos are displayed in the banner space rather than in a pop-up player screen. The Buddy Video Spots will run on AIM only, not on the AOL service. Consumers often leave AIM open and running on their computer desktops for up to three hours a day, the company said.

AOL will sell the Buddy ads in morning dayparts for marketers that want to target professionals and in afternoon dayparts to reach teens and the 18- to 34-year-old demographic.

Recently, Microsoft’s MSN network took an extra step in monetizing its chat with closing free chat rooms in favor of a paid chat subscription service. MSN later introduced video spots in its network with advertising that sold out in record time.

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