Kicking off Advertising Week in New York, AOL debuted an event that it called a "programmatic upfront," inviting its clients to learn about a new automated ad buying service that companies such as Hyatt and Lenovo have signed onto.
"I had several people ask me, 'What is a programmatic upfront?'" C.E.O. Tim Armstrong told the crowd at the September 23 event. "You came here without knowing. That's the secret."
Anticipation for the event had built since it was announced in July as an extension of the digital NewFront concept that online media companies use to present their content lineup to advertisers. It drew a crowd: 500 people attended in person at Manhattan's Skylight West event space, and an additional 150 watched a live stream at a nearby overflow venue.
Wanting to maintain the energy and buzz, AOL sought an arrivals experience that would make a statement, said Stacy Lambatos, director of corporate events. The answer was a giant white billboard on the venue that plastered one of the event's themes—"It's Time"—in massive type with the #AOLUpfront hashtag below.
At the iPad check-in, guests were prompted to type answers to the question, "What would you do if you had more time?" The replies were then projected onto the wall of the reception space, with new thoughts rotating in and out. It was more than a decor piece, Lambatos said. The replies were a way to connect the guests to what AOL sees as the benefits of programmatic ad buying—that they would have more time to be creative rather than analyze spreadsheets.
"We wanted our clients and guests that were entering to commit to programmatic buying and the movement," Lambatos said. "We wanted to make it personal and interactive with the guests."
Guests moved upstairs for the program, which included presentations from key clients and partners as well as people who have embraced automation in other fields, like data guru Nate Silver of the popular FiveThirtyEight.com blog. Videotaped segments featured interviews with House of Cards actor Kevin Spacey, singer Imogen Heap, and others.
Creative elements broke up the presentations such as "video painting" from Sweatshoppe, in which a man with a large paint roller swiped across a screen to reveal video.
"It was different, it was engaging, and it was just to break up the program and add some eye candy," Lambatos said.
At the after-party on the venue's rooftop lounge, the band the Knocks entertained guests in front of the Manhattan skyline.
Abel McCallister Designs designed the sleek event, which stuck with the black and white color scheme that AOL uses for its B-to-B branding.
While the event was billed as kicking off Advertising Week, AOL had an early start Thursday with an event geared toward a younger crowd of ad executives. Held at an unfinished space at its headquarters, the "Wanamaker Place Project" entertained 300 people with a silent disco, break-dancers, an Instagram wall, and a grilled cheese food truck.
