Sony BMG uses Platform-A to promote Oasis album release
Dig Out Your Soul, which was released earlier this week on Sony BMG subsidiary label Big Brother, is to be heavily promoted using an array of Platform-A properties which have been booked using one contact.
Sony BMG is the first to make use of the complete business model that AOL is keen to promote as
it bids to simplify the buying process and boost spend by increasing use of all parts of its network.The campaign, booked by media agency Agenda 21, is to run across the AOL portal, Advertising.com's ad network and make use of Tacoda's behavioural targeting service.
Michael Steckler, MD of Platform-A, said, "Oasis are taking advantage of an opportunity to target AOL users who are interested in music. There will be a home-page ticker, artist of the month page, a channel roadblock and retargeting opportunities."
Media agencies welcomed the increased integration, which allows them to target niche audiences but on a wide enough scale to make it viable.
Pete Robins, managing partner for Agenda 21, said it was keen to reach both Oasis and music fans across the Platform-A network. "We needed to have specific targeting capabilities to ensure a focus of budget, and we needed to dominate the environment when we got there," he said. "The launch of Platform-A in Europe has enabled us to reach audiences in specific content-rich locations with the use of the latest targeting technologies to widen our reach."
Grant Miller, joint MD of media agency Vizeum, said it was vital for agencies to simplify the available opportunities for clients.
"We need a property that has scale, tools and the technology to build a communications platform that delivers on all fronts," he said. "By bringing together all its individual properties, Platform-A represents a great opportunity to build a dialogue with the target audience."
AXA-owned insurance specialist Swiftcover has been signed-up by Platform-A's Buy.at to run affiliate activity across the network.
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