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AOL UK taps Arena for new lifestyle site strategy

AOL UK taps Arena for new lifestyle site strategy

AOL UK, has commissioned media planning and buying agency Arena Media, to launch MyDaily, (, its definitive online destination for successful, stylish and discerning women, across digital outdoor platforms and print media.

The campaign, which starts later this month, aims to engage a fashion-conscious, upwardly mobile female demographic using an approach that triggers site visits from mobile devices such as; smart phones, tablets, and laptops.

Digital outdoor ads will broadcast daily lifestyle tips on a live-feed from the site, and display targeted messages. These will be supported by print ads showcasing content from the site in leading newspapers - including Metro and The Evening Standard, as well as fashion and beauty glossy magazines such as Grazia. Content excerpts from the site will also feature in a weekly column in Stylist magazine.

Amy Matthews, Account Manager, at Arena Media said: “We live in a world where brand communications need to entertain in order stand out. Because of MyDaily’s wide array of premium content, it just made sense for us to capitalise on the site's key offering.”

David Shing. Head of Media & Marketing at AOL UK  said: “The MyDaily campaign was designed to optimise on-the-go access and women as they travel to and from their destinations. Our aim is to let audiences experience a glimpse of the site and our great content before they visit it, and digital outdoor and print media is the perfect vehicle.”

MyDaily UK joins a growing portfolio of scalable content networks being created by AOL as part of its strategy to become the world’s largest content creator by offering deeper, richer, more engaging experiences for consumers and advertisers. Always delivered with intelligence, wit and a sense of humour MyDaily, has a strong focus on debate and opinion, while delivering the forward-thinking woman’s ‘five-a-day’ in one place: fashion, beauty, décor, mind & body and travel.

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