AOL’s programmatic revenue grew 250% in the fourth quarter, and now accounts for 39% of AOL’s non-search revenue. In Q4 the company “integrated the first set of private marketplaces,” Armstrong said, for a total of 15 private marketplaces. AOL’s shift to programmatic led to a recent restructuring of its sales force, another area of heightened attention from investors. AOL recently […]
AOL took its first step toward becoming a “video-led content company” with the launch of AOL Rise, a morning show formatted as two-minute clips tailored for mobile devices, said Dermot McCormack, president of AOL video and studios. AOL hopes people will watch AOL Rise instead of browsing the web or tuning into televised morning shows when […]
A year after AOL acquired Gravity, AOL-owned publication The Huffington Post has standardized the content personalization tool to power internal and external content recommendation links. This means it’s history for Taboola, HuffPost’s previous recommendation module. Gravity has powered the publisher’s “Suggested For You” internal module for the past six months, and it replaced the Taboola-powered external module […]
If banner advertising has peaked, native advertising is still on its way up. Proponents of native cite better consumer engagement and higher rates for publishers. London-based market research firm Mintel pegged the current native advertising market at $1.8 billion, predicting it will rise to $9.4 billion by 2018. Of course, “native” is a broad term […]
If data is currency, then it’s no wonder most companies lock it in a safe (unless you’re Sony Pictures Entertainment, in which case you just put it on a Word document somewhere). But this can be a tremendous point of frustration for brands that want to use the data housed by the big dogs of […]
Is a Facebook video impression worth the same as in video-on-demand? This was one of many questions posed to YouTube and Facebook reps during Tuesday’s TV Of Tomorrow Show in New York. Patrick Harris, Facebook’s director of global agency development, argued that “the CMOs we serve are not thinking about the value of specific impressions. […]
CEO Tim Armstrong thinks AOL’s bets on programmatic are paying off. Programmatic grew to 37% of non-search ad revenue, compared to 12%. Forty seven percent of revenue from AOL’s network Advertising.com was programmatic, compared to 18% during the same period last year. Advertising revenue grew 18% YoY to $473.4 million. Armstrong attributed the increase to larger shifts in the […]
A change is on the horizon for Annalect, Omnicom’s analytics and marketing technology arm. Omnicom agencies – both its media traders and its creative firms – use Annalect when they need data-driven expertise for their clients’ campaigns. As such, Annalect has a wealth of data scientists and technologists, 250 relationships with third-party data sources and a […]
AOL on Tuesday appointed Dermot McCormack president of AOL Video and AOL Studios, its original content production arm. McCormack, formerly Viacom’s head of connected content, will replace Ran Harnevo, a key player in the development of premium online video content network AOL On, who is pursuing “other opportunities.” McCormack’s appointment comes at a pivotal period […]
If AOL hadn’t already made it clear it would double down on digital video and end-to-end marketing tech at its Digital Newfront in May, Monday’s Programmatic Upfront at Advertising Week in New York left no doubt. AOL’s latest development? The company has layered in and built a data-management platform (DMP) out of attribution vendor Convertro, which it purchased […]
