AOL Debuts Ad Solution for Publishers, One by AOL: Publishers
AOL launched the next stage of its One by AOL advertising solution today with the debut of One by AOL: Publishers. The company introduced One by AOL in April 2015 as a way for advertisers and marketers to simplify their video and display programmatic advertising buys and measure campaign goals using one unified interface. This expansion creates a modular suite of products for publishers, letting them monetize their videos and pages while monitoring audience engagement, analytics, and content distribution.
Since One by AOL: Publishers is integrated with the One by AOL buying platform, it offers a seamless ad selling experience, the company says. Publishers are able to maintain close relationships with ad buyers across Fortune 500 brands, agencies, trading desks, and third-party demand sources.
By creating a unified solution, AOL's goal was to simplify the number of platforms and partners needed by publishers. The average publisher users four different supply-side platforms to sell inventory gets less than 50 percent of the amount advertisers are willing to pay due to the number of intermediaries, AOL says.
The suite includes tools for selling video inventory and selling within mobile apps, something that's time-intensive and requires multiple resources to pull off, AOL notes. AOL has also integrated the AOL On Network, Vidible, and Be On into a new video solution for publishers that reaches desktop, mobile, and over-the-top viewers. Using this player, publishers can view audience and performance metrics, while monitoring viewability, ad-blocking, and non-human traffic.
The AOL Build Studio isn't just the home of the company's popular online chat show—it's a multiplatform celebrity-driven content-generating machine.
Publishers are creating premium online video to appeal to TV advertisers, says OgilvyOne, but ad buyers are taking a wait-and-see attitude.
Advertisers are working with online publishers to create branded videos, where brand mentions are brought into the content. To work, the results have to pass the "sniff test."
AOL Build, a live celebrity interview show, is getting a public-facing street level studio in Manhattan's Greenwich Village this fall.
In its yearly look at the state of online video advertising, AOL finds that online video budgets are rising at the expense of TV ad budgets.
With fewer people watching broadcast television, broadcasters have had to increase ad loads to generate revenue. But then ad impact is diluted.
In a deal reported to be worth $50 million, AOL expands its online video operations with a global video exchange.