T-Mobile, Google Get Help From AOL to Sell G1

Mobile Carrier Buys a Billion Ad Impressions

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NEW YORK (AdAge.com) -- It looks like T-Mobile and Google needed a little help from AOL to sell their new G1 mobile phone.

The mobile carrier is buying 1 billion ad impressions across AOL's Platform-A ad network over two days next week to promote awareness and the distinguishing features of the Google phone, which is taking on Apple's iPhone and Research in Motion's BlackBerry in the smart-phone market.

Online blitz
It's the single biggest online ad buy in Platform-A's short history, and will run in heavy rotation on AOL sites such as AOL Music, AOL TV, Engadget and TMZ, as well as many of ComScore's top 100 websites on Monday and Tuesday.

"The goal for T-Mobile was to reach as many people as possible in a short period of time," said Platform-A President Lynda Clarizio, who estimates the campaign will reach 81 million people.

Platform-A and T-Mobile declined to put a value on the buy, but industry sources estimated a buy of this size would cost about $1.5 million.

The 1 billion impressions over two days is a significant portion of Platform-A's total inventory. The network serves about 2.5 billion to 3 billion impressions a day and reaches 90% of U.S. internet users.

Calling all consumers
The ad buy is part of a major new push to build awareness for the G1, which went on sale Oct. 22. "The T-Mobile G1 offers a rich, accessible mobile web experience for the masses, so we want to drive that message to the broadest range of U.S. consumers possible," said Brett Dennis, director, branded entertainment and media management, T-Mobile USA.

It's the biggest single online campaign since Google gave the G1 a precious link on the search page for several days after it launched.

The G1 is the first of many phones that will ultimately run on Google's Android operating system, which will be the search firm's bid to create a mobile advertising market. Google CEO Eric Schmidt has said mobile advertising is a potential $50 billion market.
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