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AOL and Mindshare Partner for Branded Video Experiences

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As AOL continues to grow with original branded online video, it's announced a partnership with global media and marketing services company Mindshare to jointly create premium videos and branded social experiences.

The partnership will marry AOL's audience insights, distribution network, and social tools with Mindshare's creative thinking, writes AOL general manager for branded entertainment Karen Cahn in the blog post.

The partnership highlights the importance for premium online video creators of not only attracting a desirable audience, but also engaging with them in new ways. "This deal puts AOL and Mindshare Entertainment...at the forefront of a growing trend toward the fusion of marketing, entertainment, social media, and video for four screens," writes Cahn.

The move comes three weeks before AOL's newfront presentation on April 24, where it will present branded video opportunities to advertisers. Cahn hints that the AOL/Mindshare partnership will lead to announcements during the newfront.

AOL and Mindshare will work on a social content franchise for budget-conscious women, Cahn writes, a group that AOL already serves with its Heidi Klum site. The companies will also work on a "social engagement platform" designed to fulfill dreams of people around the world.

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