04 December, 2014
The onset of holiday usually means bigger budgets to fill and new programs to test. Working through holiday opportunities, we came across AOL’s new solution, Mail Sponsored Promotions. Seeing strong results with Google’s Sponsored Promotions (GSPs) earlier this year, we jumped on board to test during one of our holiday promotional pushes for a retail client. This is a CPC based opportunity, with rates starting at $1.25. Recently launched, this program had only been used by Finance advertisers. Compared to GSPs, targeting was limited as it is against AOL’s privacy policy to collect and utilize behavioral targeting within their Mail program. This basically left gender and age as targets within our campaign.