AOL Shifts Strategy to Attract More Advertisers, Users
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For years, America Online Inc. grew steadily into the nation's biggest Internet service by treating subscribers to exclusive content and services it hoped would produce the sort of captive audience that advertisers crave. But now, with users departing for faster or cheaper online competitors, company officials are re-thinking their "walled garden" strategy.
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U.S. television networks ABC and NBC plan to make their programs more widely available on the Internet, accelerating a strategy to court viewers wherever they spend time.
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With 75 percent of Americans online today, the Internet has come of age as a reach medium, and a new report suggests that advertisers need to understand how a Web site's audience builds over time and adjust their buys accordingly.
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AOL looks a lot like Yahoo these days and a few goodies, once reserved for paying members, are especially attractive now.
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AOL will begin handing out pink slips today to 20 percent of its global workforce as executives intensify their effort to transform the company from a subscription Internet provider to an online advertising powerhouse that can compete with Google and Yahoo.
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The online giant smartens up its display ads.
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AOL had its slowest quarter of advertising growth since beginning its ambitious transformation into an ad-focused Internet business, increasing uncertainty about AOL's future especially as Microsoft Corp. boosts its ambitions in the same arena.
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America Online and WebEx Communications are evaluating ways to adapt some of the online meeting services they currently offer to business users of AOL's AIM instant messaging network to make these services appealing to AIM consumers.
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After 22 years in the Dulles/Reston area of Virginia, AOL will move the majority of its operations to New York City to be closer to the hub of worldwide advertising, which makes up a good deal of its new business model.
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MUMBAI: &quot;Want a better Internet?&quot; That&#39;s the question America Online is asking in a new brand campaign in the US. The new ad campaign is intended to reposition America Online as the service that is truly on the side of the online consumer.
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AOL will disband its business unit that handled access subscriptions and give product managers more autonomy over designing services for consumers as the company increases its emphasis on generating advertising revenue.
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Internet giant AOL has revamped its Web-based music download service, adding music videos, streaming radio and user community features.
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(InfoWorld) - AOL plans to strengthen its online advertising business by acquiring Tacoda, a company that specializes in delivering ads based on users' online activities. AOL entered into a definitive agreement to acquire Tacoda, whose "behavioral targeting" technology will complement AOL's online advertising services, the companies announced Tuesday. AOL and Tacoda didn't disclose details of the transaction, which will close after customary approvals are obtained. AOL, which is owned by Time Warner, is in a so far successful, years-longÂ transition from a subscription-fee based business to an advertising-based business. Like Google, Yahoo, and other major Internet players, AOL is busy boosting its capabilities to provide a variety of online advertising services, including search, video, syndicated, mobile, and graphical ads. In order to capitalize on theÂ fast-growing online ad market, AOL, Yahoo, Google and others have resorted to purchasing online ad services companies. For example,Â Google is in the process of buying DoubleClickÂ for $3.1 billion, whileÂ Yahoo recently closed its acquisition of Right Media. In May, Microsoft announced its intention toÂ buy digital marketing services provider aQuantiveÂ for $6 billion. Meanwhile,Â AOL acquired Third Screen MediaÂ and AdTechÂ this year, and Lightningcast last year. The U.S. online advertising market grew 35 percent in 2006 over 2005, the fourth straight year of expansion for this market, according to the Interactive Advertising Bureau. Marketers spent almost $17 billion advertising on U.S. Web sites in 2006, according to the IAB. Tacoda, founded in 2001, is based in New York and will operate as a wholly owned subsidiary of AOL. It has about 100 employees and more than 4,000 Web sites in its ad network. Its publishing clients include The New York Times Co. and NBC Universal.
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More changes are in the works for AOL's portals, including the launch of a new site.
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NEW YORK -- Internet company AOL said Monday it is partnering with a unit of Gannett Co. to offer new forms of interactive advertising that incorporate audio and video elements.
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Blog: Ads on Internet increase as top 100 advertisers in America spend more online.
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Time Warner's  AOL Europe has hired Google  to provide advertiser-sponsored search results for its Internet service, replacing Yahoo's  Overture unit, the company said on Tuesday.