The Linear Sequence format adds an end frame once a video ad has completed.
Branded Slate lets advertisers interject a 7seven-second branding animation before video content begins.
And Branded Skip lets viewers choose to continue watching or skip a video ad, after which advertisers can solicit feedback.
According to Miller, the data from these formats will feed into an internal creative platform within AOL ONE. Miller didn’t say more about what this platform does, though he indicated the company will make additional announcements about it over the coming months.
ONE by AOL is also adding metrics specific to video, such as viewability.
“We will aggregate it on a category bias,” explained Miller. “But it’s not information we will share with anyone other than the advertiser.
Havas beta tested the formats and will be running them on behalf of a pay-TV company. Another unnamed client is reportedly a large automotive company.
Additionally, through ONE by AOL, the new video units are available beyond AOL-owned and operated properties to third-party partner sites.
“If any advertisers are looking to take these creatives to a third-party ad server or to third-party site,” he said, “we’re open to those sorts of relationships.”