It has been a bumpy few years for online publishers, and the roller-coaster ride will continue. But there's real money to be made, thanks to the potential of new ad formats and new ad technologies.
Could a possible merger be in the works for AOL and Yahoo? According to Silicon Alley Insider, AOL CEO Tim Armstrong "described the competitive landscape as AOL versus Yahoo versus Demand Media." After all, there is safety in numbers, and this is certainly the era of consolidation and the merging of likeminded powerhouses. Armstrong further stated that Yahoo has "switched their strategy to a strategy that is more similar to ours," which certainly suggests that Yahoo is moving in a direction that might make it a more desirable media partner-- either that, or a serious competitor.
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"There isn't anyone focusing on great, quality content that scales," said AOL's president of Global Advertising and Strategy, Jeff Levick, speaking on "The State of the Industry" panel at ad:tech NY. Levick went on to explain how AOL was hiring high quality journalists and shifting their attention to take advantage of this gap. Already, AOL has show progress on this front. Earlier this year I blogged about AOL's impressive effort to gain ground in the political analysis category.
Why does this matter to advertisers? "Advertising needs to sit next to content," said Levick. So the idea is, the higher the quality of the content, the better the glow on advertisers.
Where are the ad dollars coming from for AOL these days? Levick was confident automotive would be coming back soon, but AOL is already seeing results from CPG. "CPG companies have always said they want to move their money online, but I think we're actually starting to see that now."