AOL Time Warner announces first cross-platform ad deal

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AOL Time Warner on Jan. 31 announced its first cross-platform ad deals. The deals involve Nortel Networks, the provider of Internet networking gear, and Cendant Corp., the real estate and travel marketer.

The Nortel agreement spreads that company's tentacles farther into the AOL Time Warner portfolio. The tech company will advertise on CNN properties beyond the Tech Watch segment of CNN's Moneyline News Hour which it currently sponsors. It will develop AOL Time Warner's voice services platform to offer voice-enabled Web technologies, as well as advertising across AOL and its Netscape and Compuserve properties. The print component involves ads in Time, Time International, Fortune, eCompany Now and Fortune Small Business. A Nortel spokesman did not immediately return calls seeking details on the agreement.

The particulars of the deal with Cendant, which markets brands such as Avis, Century 21, and Ramada, were less definitive. A Time Inc. source said that the marketer had yet to decide which titles the company would advertise across.

The Advertising Council, a group of ad sales heads within AOL Time Warner which assembles cross-platform deals, had been brainstorming potential packages for both companies in advance of the FCC's final approval of the AOL Time Warner merger, which came earlier this month. An executive familiar with the deals credited CNN with jump-starting the Nortel deal and AOL with starting up the Cendant arrangement.

An AOL Time Warner spokesman said the company would not disclose the terms of the deals, but a company exec estimated that the Nortel deal would bring the company about $10 million in additional incremental ad revenue and the Cendant deal would bring in about $5 million.

Copyright January 2001, Crain Communications Inc.

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