Samsung first brand to sign up to AOL's branded content business

Samsung: runs Galaxy S4 campaign on AOL's Be On
Samsung: runs Galaxy S4 campaign on AOL's Be On

Samsung has signed up as the UK launch advertiser of Be On, a global branded content business owned by AOL, with a major digital push to support its Galaxy S4 smartphone.

Be On has been created from the combination of AOL’s existing video distribution service Go Viral, production company AOL Studios, and the creation of new insight tools.

The Samsung campaign running on Be On has been planned by Starcom MediaVest and communicates a "spread the beat" message to showcase the Galaxy S4’s group-play feature, which allows people to share music with friends nearby.

Be On is aiming to help brands create high-quality digital advertising at scale that can run across multiple devices using its Screens service and a rich-media offering called Genie, while AOL Studios can ensure sophisticated production values.

AOL claims Be On has a total reach of 900m worldwide users from thousands of different publishers via the Go Viral network and can target 16 different verticals including "entertainment, home, tech and gaming".

René Rechtman, SVP of AOL Networks International, said AOL has created the proposition because people "don’t really see [digital] advertising any more".

He explained: "The amount of content [online] is unlimited so the value of content is close to zero except for curated content."

The global launch partner will be football club AS Roma, which aims to create a global brand on the scale of Manchester United through digital storytelling.

It has created a film that will run on Be On featuring star-player Francesco Totti and 65-year-old superfan Pepe to kick off the start of its storytelling push.

Roma’s activity is being supported by Nike director Charlie Brooks, following Nike’s announcement that it would be Roma’s new shirt sponsor.

It is understood AOL’s increased focus on improving the quality of branded content comes as the majority of brands shift budget that was traditionally earmarked for TV activity across to creating digital branded content.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers