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AOL.com Relaunches, With Video Front And Center
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AOL.com Relaunches, With Video Front And Center

Apr 15 2014, 10:17am CDT | by

Is a website more like a newspaper or a TV channel? Until now, AOL.com has inclined toward the former, programming its homepage more or less like the front page of a newspaper, with links to mostly...

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14 weeks ago

AOL.com Relaunches, With Video Front And Center

Apr 15 2014, 10:17am CDT | by

Is a website more like a newspaper or a TV channel? Until now, AOL.com has inclined toward the former, programming its homepage more or less like the front page of a newspaper, with links to mostly text stories.

But tomorrow, AOL introduces a new version of AOL.com – still, despite years of decline, one of the most-trafficked individual pages on the internet, with 21.2 million unique visitors in February, according to comScore. This one is less like a newspaper and more like a TV network, with video, not text, in the featured role, and a “schedule” that showcases different types of content depending on the time of day.

“I like to think of what we’re doing as essentially launching a TV network but not constrained by having to set our programming schedule weeks in advance,” says Maureen Sullivan, president of AOL.com and the company’s lifestyle brands.

While AOL is a top video provider, with 4.2 billion videos served in February, according to comScore’s Video Metrix , that strength resides mostly in the video ads served through its Adap.tv platform, which accounted for 3.2 billion of the total.

When it comes to non-ad videos, AOL is No. 3 behind Google (49.1 billion) and Facebook (11.7 billion), with a comfortable lead over Yahoo, Microsoft’s MSN and other rivals.

Getting AOL visitors to consume more videos is a matter of both supply and demand. To ensure a generous flow of content, the company has forged partnerships with a slew of premium video producers including ESPN, Vogue, The New York Times, The Wall Street Journal, Conde Nast and Simon & Schuster. It has also signed on a roster of content-area “experts” like fitness guru Tracy Anderson, former NFL star Tiki Barber and lifestylist Molly Sims.

AOL splits ad revenue with partners. Most of the revenue comes in the form of pre-roll advertising, but Sullivan is aiming to do more “integrated collaborations” like the one it did with HSN. “That’s where we think growth will come from,” she says.

To get eyeballs on all those videos, AOL is featuring them more prominently on the page, and also paying more attention to the data showing how interest in different types of videos waxes and wanes according to the time of day. “For a lot of people, because video’s new, it’s been more of a ‘set it and forget it’ strategy,” says Sullivan.

 
Update
10

6 weeks ago

RM47mil KWSG contributions still unclaimed

Jun 9 2014 7:54am CDT | Source: Business Times Malaysia

Cambodia's Famous Battambang Circus
KUALA LUMPUR: About RM47 million of contributions in the Teachers Provident Fund (KWSG) still remain unclaimed, the Dewan Rakyat was ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
9

6 weeks ago

Gold shop lost almost RM1mil

Jun 9 2014 3:50am CDT | Source: Business Times Malaysia

Melbourne Rising Media Launch
KANGAR: A gold shop owner lost almost RM1 million after after the safe on in his shop was broken into by robber ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
8

6 weeks ago

Motion to debate MAS losses in Dewan Rakyat rejected

Jun 9 2014 3:39am CDT | Source: Business Times Malaysia

Federal Aviation Administration Bans All US Flights To Israel
KUALA LUMPUR: AN emergency motion to debate the losses incurred by Malaysia Airlines last year, amounting to RM1.2 billion was rejected ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
7

6 weeks ago

MH370 Tragedy: Hisham: RM27.6 mil spent on 1st phase of SAR

Jun 9 2014 2:11am CDT | Source: Business Times Malaysia

KUALA LUMPUR: Malaysia spent some RM27.6 million in its first phase of the search operations for missing Malaysia Airline flight MH370, said Acting Transport Minister, Da ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
6

6 weeks ago

9.1m litres of diesel seized in a month

Jun 8 2014 1:11am CDT | Source: Business Times Malaysia

INDIA-CHINA-DIPLOMACY-TRADE
PUTRAJAYA: The Domestic Trade, Cooperatives, and Consumerism ministry has seized some 9.1 million litres of diesel and property worth RM58 million since mounting ‘Operasi Diesel Selatan’ in the southern states last mon ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
5

7 weeks ago

Girl, 9, awarded RM2.78m compensation for medical negligence

Jun 6 2014 4:56am CDT | Source: Business Times Malaysia

Government Weekly Cabinet Meeting
KUALA LUMPUR: A nine-year-old girl who suffered brain damage during her birth at a government hospital was awarded over RM2.78 millio ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
4

7 weeks ago

Malaysia's total trade in April up 12pc

Jun 5 2014 11:52pm CDT | Source: Business Times Malaysia

KUALA LUMPUR: Malaysia's total trade in April 2014 rose by 12 per cent from a year ago to RM123.86 billion due to growing trading activities, International Trade and Industry Minister Datuk Se ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
3

7 weeks ago

Works Ministry to spend RM20m for upgrading works at 50 accident black spots

Jun 4 2014 11:35pm CDT | Source: Business Times Malaysia

Iskandar Johor Open - Previews
JOHOR BARU: The Works Ministry will implement upgrading works at 50 accident prone locations in the country that have been identified this year involving an ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
2

7 weeks ago

Najib launches loan scheme for Ramadan traders

Jun 4 2014 10:24pm CDT | Source: Business Times Malaysia

EurAsia Cup presented by DRB-HICOM - Day One
PUTRAJAYA: Prime Minister Datuk Seri Najib Razak today launches RM45 million Ramadan Bazaar Scheme ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 
Update
1

7 weeks ago

Residents bring up objection against Kidex to Suhakam

Jun 4 2014 4:49am CDT | Source: Business Times Malaysia

PETALING JAYA: A group of 20 Petaling Jaya residents held a meeting with the Human Rights Commission of Malaysia (Suhakam) over their objection against the proposed RM2.2 billion Kinrara D ...
Source: Business Times Malaysia   Full article at: Business Times Malaysia
 

 

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