AOL to Launch 50 New Shows; Sell Video Ads on GRPs

By on 04/26/2012 12:33 PM @daisywhitney

At the Digital Content NewFront in New York, AOL announced 50 new shows including a Jennifer Lopez-produced program, an original production from digital studio Vuguru, as well as shows on technology, auto, style, food and more, said Karen Cahn, GM for Branded Entertainnment at AOL. Beet.TV spoke with her after the upfront presentation outside the event venue in Manhattan’s meat packing district.

“It’s all premium, across all screens and only on AOL,” she says in this video interview. The next step is getting brands on board. Brand partners who have supported AOL’s original content efforts include GM, Toyota, P&G, Unilever, AT&T, Sony Pictures, Disney, Sprint, Samsung and others.

AOL also introduced a new video hub dubbed “AOL On” that will include videos in categories such as food, travel, and health. Celebrities including Heidi Klum and Adrian Grenier will curate playlists.

AOL has been making moves to position its programming on a par with TV. Earlier this month, the Web giant partnered with Nielsen to begin selling online video campaigns based on online GRPs using Nielsen’s reach and frequency model, rather than selling on clicks or impressions. The new buying process aligns AOL more closely with models TV buyers are accustomed to.



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