MediaVideoAOL Intersects New Video Offerings With Programmatic

AOL Intersects New Video Offerings With Programmatic

At NewFronts 2015, AOL launched a new series of year-round video offerings from actors like James Franco and Jared Leto, as well as NBC in conjunction with its new One by AOL ad platform.

AOL has shifted to what the company calls a “Content 365” strategy by expanding its partnerships with celebrities like James Franco and Jared Leto as well as forming a new partnership with NBC Universal.

The brand’s expanded video offerings will mark its shift to year-round video content, encouraging more viewers to think of AOL as a place to watch popular shows. After 2014’s 16 video series generated 200 million views, AOL’s president of video and studios, Dermot McCormack, believes the additional original content, coupled with NBC’s television programming, will make the platform competitive not just with Hulu and Netflix but with television as well.

“We are embarking on a whole new era of digital content,” McCormack said. “With our 2015 NewFront lineup of original video content made to fit multiple screens and formats, we are reimagining the definition of original programming and setting the vision for the content industry’s future, which we believe to be the very best of what TV does combined with the mobility, interactivity, and openness of the Internet. Content is still king but it’s the kingdom that is changing.”

AOL is also angling for more strategic advertising partnerships by launching its new video offerings on the heels of One by AOL, a unified cross-screen programmatic platform that uses data to help brands see exactly how consumers are responding to ads.

According to AOL chief marketing officer (CMO) Allie Kline, AOL’s new catalogue of video and One by AOL aim to bring the best of television into the always-on, hyper-connected digital landscape.

“Some people say that automation is killing creativity in advertising, but ONE by AOL is specifically designed to do the opposite,” Kline says. “It fuses data with storytelling to unlock a connection for advertisers with people across whatever devices they consume on. AOL has always been a multi-platform company, but we put it front and center for our NewFront this year. We want to unleash the very best of what TV can do from a storytelling perspective, but also do what it can’t do, like create highly curated mobile and socially native experiences.”

Related Articles

What is intelligent content, and how can it future-proof your content marketing?

Content Marketing What is intelligent content, and how can it future-proof your content marketing?

1y Rebecca Sentance
Facebook goes after clickbait headlines - five tips to maintain reach

Content Marketing Facebook goes after clickbait headlines - five tips to maintain reach

1y Tereza Litsa
Inside CNN Digital’s $20 million bid for global domination in mobile and video news

Mobile Inside CNN Digital’s $20 million bid for global domination in mobile and video news

1y Andy Favell
"Video is the new blogging": Animoto's Cynthia Knapic on the latest video trends

Mobile "Video is the new blogging": Animoto's Cynthia Knapic on the latest video trends

1y Tereza Litsa
What makes videos effective on Twitter?

Social What makes videos effective on Twitter?

1y Tereza Litsa
The online video metric all marketers should focus on in 2017

Analytics The online video metric all marketers should focus on in 2017

1y Rebecca Sentance
YouTube is getting rid of 30-second unskippable pre-roll ads

Ad Industry Metrics YouTube is getting rid of 30-second unskippable pre-roll ads

1y Al Roberts
How to build a successful digital video strategy in 2017

Marketing How to build a successful digital video strategy in 2017

2y Tereza Litsa