HMV, the UK and Ireland’s leading specialist retailer of music DVDs, computer games and related products, has selected Platform-A, AOL’s digital advertising business, for an integrated Christmas online marketing initiative.

The campaign, booked by media agency OMD UK, will integrate Platform-A’s extensive third-party advertising and affiliate networks, AOL’s online properties and behavioural targeting technology. The online activity will be planned and managed through a single point of contact at Platform-A. It forms part of a multi-channel campaign for HMV that includes radio, TV, outdoor and print advertising.

The campaign incorporates HMV's weekly home entertainment highlights hosted on AOL's entertainment channel at http://entertainment.aol.co.uk.

Platform-A will target consumers interested in entertainment, music and computer games across its third-party publisher network using TACODA’s technology for pre-defining audiences. High intensity blitz activity across the network will be combined with affiliate marketing and display creative on AOL’s properties to drive traffic to an integrated, branded hub conceived and produced by Platform-A's creative solutions team. Traffic that visits the microsite and HMV’s homepage will be retargeted across Platform-A to drive further conversions and increase brand awareness.

Justin Moodie, Head of Online, HMV, comments, “Standing out in the crowded market is a key challenge for retailers at Christmas. Working with Platform-A allows us to engage with a high-volume, relevant audience across one of the world’s largest online advertising networks and increase return through high volume affiliate sales. Platform-A’s tailored, integrated AOL hub provides the additional benefits of positive brand associations and customer interaction to increase brand loyalty at this competitive time of year.”

Tina Wild, Digital Performance Director, OMD UK, adds, “Platform-A provides the ideal opportunity to consolidate a large proportion of our media buy without compromising on performance. Traditionally, HMV has worked with Advertising.com, buy.at and AOL all as separate entities but we are pleased that we can optimise our spend across all these channels and benefit from enhanced targeting, understanding and reach.”

Michael Steckler, Managing Director of Platform-A UK, continues, “More consumers are researching and buying online at Christmas and OMD UK’s campaign will enable HMV to reach relevant consumers at scale and stay front of mind. Using Platform-A’s pre-defined audiences then retargeting traffic that has displayed interest in HMV, will enable Platform-A to drive even more conversions by accessing the most qualified consumers possible.”

The campaign runs through December.

About Platform-A
Platform-A, AOL’s advertising business, is the industry’s largest digital advertising platform, offering the most comprehensive suite of marketing solutions, powered by the Web’s best advertising technologies. Platform-A includes AOL’s leading media properties – AOL.com, AIM, MapQuest, and more – and Advertising.com’s third-party networks. Platform-A also includes TACODA’s audience insights and behavioural targeting; Quigo, a site- and content-targeting solution; ADTECH, an international digital ad serving business; Third Screen Media, a mobile ad serving network; and buy.at, an affiliate marketing solution. Platform-A currently has operations in the United States, nine countries across Europe, including Denmark, Finland, France, Germany, Netherlands, Norway, Spain, Sweden, the UK, and Japan through a joint venture with Mitsui. Learn more at http://www.platform-a.co.uk.

About HMV
HMV is the UK & Ireland’s leading music, film and games specialist – offering the widest selection of new release and catalogue titles across all genres and formats – physical and digital, in a multi-channel shopping environment: in-store at over 240 shops nationwide and online and as MP3 downloadable content via hmv.com.
HMV also caters to a growing demand for Personal and Home Technology products, such as MP3 players, and for Entertainment and Popular Culture products, including t-shirts, books and licensed products.
HMV has an unrivalled heritage in retailing recorded music and entertainment products across all formats, symbolised by its iconic ‘dog & gramophone’ trademark, featuring ‘Nipper’.
HMV is part of HMV Group plc, which also operates Waterstone’s book stores and HMV stores in Canada, Hong Kong and Singapore. Following a recent strategic review of the business, a number of key initiatives have been implemented, including a ‘Next Generation’ store concept, bringing together ‘physical’ and ‘digital’ content in an engaging customer environment; the review of the HMV brand and introduction of the ‘get closer’ identity – a distillation of the company’s mission that ‘no one gets you closer to the music, films and games you love’; significant investment in HMV’s online offer via hmv.com; the launch of getcloser.com - a new 'social discovery' site; and the ongoing development of a customer rewards programme.

About OMD UK
OMD UK was the most awarded media agency in the UK last year. There are over 250 people who work at OMD UK. We like to think of ourselves as one of the most forward thinking, creative, effective and innovative communications agencies in the UK, plus we also work really, really hard to make working here as enjoyable as possible.

Our business philosophy focuses on people, product, profit – in that order. This translates into the belief that by making OMD UK the best place to work, with the happiest people, we will in turn produce the best work for our clients.

Contact

Gavin Haycock
AOL UK
Gavin.Haycock@corp.aol.com
+44 (0) 207 348 8346

Platform-A
Joanna Burton
Joanna.Burton@Platform-A.com
+ 44 (0) 207 092 2009

Published on: 12:00AM on 10th December 2008