AOL Eschews Banners, Leans Into Native

A few months ago, Federated Media announced it was shuttering its direct ad sales practice and essentially pushing banner-selling into the realm of machines to focus on native advertising. The move got many in the online publishing world fired up—debating whether this was an isolated incident or the start of a sea change. AOL isn’t going as far as Federated did, but the company definitely seems to want to get out of the expensive-guys-in-suits-selling-banners business. According to CEO Tim Armstrong, AOL’s biggest focus these days is its Marketing Services group, which among other things houses its native ad-type offerings. “We’re getting out of straight banner solutions business,” Armstrong said in an interview with Adweek. “That’s getting very commoditized. So we’re making giant gains in marketing services. Big integrated online/offline programs. That’s our future.” That future will include helping brands crank out content in real time using AOL’s strong editorial team and programming skill—something Armstrong and company emphasized when meeting with agencies last month at CES. “That’s one thing that got people really excited about," Armstrong said. "Advertising has never been about real time and live. We can do this because we know publishing." There’s probably a reason AOL is leaning hard into native and real time ads. While its ad network business exhibited impressive growth during today’s Q4 earnings announcement, momentum from display ads and AOL’s... Continue reading at 'AdWeek'

[ AdWeek | 2013-02-08 00:00:00 UTC ]
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