McCormack will be responsible for continuing AOL’s distribution of 50 original series and curated and original video content to 15 connected platforms like Apple TV and determining audience penetration on those devices.
“One of the challenges when you’re a big TV company, like where I was, is you live predominantly in a Nielsen world,” McCormack said. It’s “tremendously frustrating” when viewership moves to new platforms, but cable operators and programmers still subscribe to the constructs of a 20,000-household television viewer panel, he said.
“When it comes to how we measure viewership and audience across myriad devices and connected televisions, there’s room for the industry to get better,” he added. “Over the next year, I think you’ll see numbers that capture where the viewership is really going. I think AOL is in good shape there.”
McCormack’s appointment follows AOL’s July hire of a global head of video sales, who is tasked with accelerating AOL Video’s relationships with brand marketers and agency holding companies. McCormack said AOL is divorcing itself from any one descriptor – be it content producer, ad tech vendor or media company – because he claims they encompass all three.
“I do believe that programmatic advertising is part of [AOL Video’s] future in how we integrate and infuse great content,” he said.