Article

Mike Owen
Mike Owen 7 July 2015
Categories Video advertising

AOL Unveils New Video-Centric Site

AOL putting more thought into where videos sit within articles in a bid to boost effectiveness.

The evolution of AOL has been interesting, and its latest redesign is the clearest signal yet of where the US internet giant sees the future of online revenue.

 

The redesign refocuses the site on video content, maximising the output of recent purchases 5min and Adap.tv, while encouraging user consumption and engagement with more visible play buttons, helpful time stamps and prominent social sharing buttons. AOL says it’s putting more thought into where videos sit within articles too, in a bid to boost effectiveness.
 

This shift towards video highlights AOL’s commitment to keeping its finger on the pulse of consumer trends. An early driver of internet usage at home, AOL was once a dial-up service sold by posting out CDs.
 

CDs which, according to AOL’s former Chief Marketing Officer Jan Brandt , were once so ubiquitous that they accounted for 50% of discs produced worldwide – and helped to drive subscriber growth, inflating AOL from a $70m market cap at IPO to $150bn before the Time Warner merger. AOL’s website stats have remained solid even as the subscriber model died: comScore figures show over 31.1 million unique views in April 2015.
 

AOL remains popular with legacy users, (it is the most popular site among over-55s in the UK), but the firm is still keen to build relationships with younger users. President of AOL.com and Lifestyle Brands Maureen Sullivan told TNW that 14% of users are under 25, but considering that 37.7% of AOL’s views come from mobile devices, that figure looks conservative.
 

When Verizon acquired AOL last month, the New York Times instantly suggested , it was all about AOL’s mobile video and advertising tech, which, Kathryn Winsted of Pace University told the paper, "is where it’s at if you want to get millennials".
 

What’s more, a survey of mobile video viewers in 24 countries conducted by the Interactive Advertising Bureau (IAB) found that mobile video consumption is broadening. 20% of people regularly stream video on a smartphone while watching TV, and 36% watch media of 5 minutes or more on their phone every day.
 

The most interesting finding for AOL, however, is that over 80% of respondents in most markets preferred advertising to be tailored to mobile. That’s a great omen for AOL’s mobile video advertising tech, and food for thought for other mobile content producers.

Original Article


 

Find out more on the future of Content Marketing at our DLUK - Trends briefing on the 24th September 2015

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
Customer Journey Mapping: A Real-Life Approach to Your Digital Marketing Strategy

Customer Journey Mapping: A Real-Life Approach to Your Digital Marketing Strategy

As financial services and insurance (FSI) companies strive to deliver the seamless multi-channel customer experience, the traditional marketing model has been radically reimagined. Innovative institutions are showing how cross-functional teams focusing on the customer journey can work to develop a single view of the customer – an approach that can bring tangible rewards. Yet research shows that large institutions still have some way to go in maximising the return on their investment in this area.

Aoife McIlraith
Aoife McIlraith 18 September 2017
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
10 Marketing Lessons From Apple [Infographic]

10 Marketing Lessons From Apple [Infographic]

The 10-year-old kid, selling ice cold fresh lemonade on the street corner in your local neighbourhood had it right. He or she may not have realized it but the simple marketing strategy that they accidentally and innocently came up with works perfectly on the people strolling by on their daily walk.

Ellie Summers
Ellie Summers 19 September 2017
Read more
Infographic - The Best Times and Days to Post to Social Media

Infographic - The Best Times and Days to Post to Social Media

With the social media landscape changing literally every single day, it's become a full-time job for social media managers to merely stay up-to-date on emerging and shifting trends and best practices. It's tedious, time-consuming, detail-oriented, and, quite frankly, a bit of a headache. But thanks to this new infographic, some guessing can be taken out of social media management.

Will Price
Will Price 21 September 2017
Read more