AOL and PointRoll Partner on Next Gen Video Ads

“AOL and rich media advertising provider PointRoll have signed a two year agreement to develop advertising with video and audio capabilities for AOL’s ad network.

As part of the agreement, AOL will become PointRoll’s preferred portal partner, and will get an exclusive window to use several new rich media formats. PointRoll will also provide AOL with a dedicated rich media team.

While AOL and PointRoll have had a working relationship “since PointRoll started seven years ago,” according to Chris Saridakis, CEO of PointRoll, this new relationship goes beyond the prior “handshake” agreements.

“This is different as it’s a rather large financial commitment for AOL, but it’s also a rather large product development commitment for PointRoll,” he said. “We’re going to work with them on developing for them very unique video-based rich media products. Probably the next generation of video ads.”

AOL was the beneficiary of a huge jump in traffic and media billings last year, according to Avenue A/Razorfish, and the portal is keen on expanding its video offerings to media buyers who have had a difficult time finding interactive video inventory.

“We’re trying to expand within the advertising area, so the video component of this is huge and the rich media as well,” said Sarah Matin, communications manager at AOL. “For us in the rich media space this is a huge initiative, and it offers our partners a lot more in terms of rich media.”

Specific financial details of the renewed partnership were not disclosed.