AOL Is “Breaking the Glass Ceiling” of the Video Business with Syndication Play

By on 12/04/2012 8:12 AM @daisywhitney

Buoyed by its acquisition of syndicator 5Min two years ago, and more recently Goviral, AOL Video has grown its video revenues to $100 million.

AOL has focused on an online video syndication strategy – and that has helped the company boost video revenues, according to the company’s third quarter earnings report. “We expect the same momentum in 2013,” Ran Harnevo, SVP for Video,  tells Beet.TV. “We think it’s a big achievement for the whole company.”

In this interivew, he says that syndication is about half of AOL’s video business and that the piece of the pie is going to grow.  He says that video consumption on big and small sites and portals often hit a “glass ceiling” which limits the scale of consumption.  Syndication is essential for the growth of the industry – and he says AOL is doubling down on this business.

The next step is to scale premium content and to create more original videos, he says. Internet video would still benefit from a big programming hit to boost overall interest in the medium. “The industry still needs its Mad Men,” Harnevo says. He won’t disclose dollars, but says AOL is investing significantly in original content creation this year, and adds that the company has inked a deal with Martha Stewart. Also on the agenda for 2013 is more curation of video, he adds.

AOL’s video library has grown from 30,000 videos to 450,000 since the 5Min.com acquisition.”2012 was the year AOL changed its perception on the video landscape and hopefully will finish the year as one of three major players in the video space,” Harnevo says.

This video is one in a series of leadership interviews with digital innovators presented by FreeWheel.

Daisy Whitney

 

Recent Videos
image
AOL is Linking Content and Audience, Martinez explains

FORT LAUDERDALE – One of AOL’s goals these days is to help guide ad partners through the complexity of today’s digital marketplace, says Marta Martinez, Global Head of Video Sales, AOL Inc., at the Beet.TV executive retreat this past weekend. “A lot of my role is education and ...

image
Mediaocean Pursues Convergence Tools in 2015

FORT LAUDERDALE –  Media agency software giant Mediaocean has its sights set on convergence tools in 2015, says Cordie DePascale, VP Product & Partner Solutions at Mediaocean, at the Beet.TV executive retreat this past weekend. The company recently struck a partnership with Videology to integrate ...

image
TV Ads Could Be 10% Programmatic By 2017: AOL’s Ackerman

FORT LAUDERDALE — While so-called “programmatic” techniques for controlling, planning and trading online ads have gained traction in display advertising, the concept is slower to reach the same penetration in video and TV. But the prospect is set for wider adoption after a year in which ...

image
Programmatic Is Not Just For Real-Time: Videology’s Gaskamp

FORT LAUDERDALE — So-called “programmatic” ad-trading techniques may have come to market at the real-time bidding (RTB) end of the spectrum, allowing ad buyers and sellers to do business in real-time marketplaces – but that doesn’t mean they have to stay there. In this video ...

image
NBC Universal Launches Audience Targeting for TV

FORT LAUDERDALE –  NBCUniversal is betting big on the marriage of context and content to drive return on investment in ads, says Joe Cady, VP of Advertising at NBC Universal, at the Beet.TV executive retreat this past weekend. Earlier this month, NBC Universal launched an audience targeting platform ...

image
Time Goes Big on Video: Readies Large Manhattan Studio Complex

FOR LAUDERDALE – Time Inc has made an “unequivocal commitment to video,” says J.R. McCabe, SVP for Video, in this interview with Beet.TV To that end, the company is readying multiple studios on “thousands of feet” of soundstage in lower Manhattan.  Time will move into the new ...

image
The Media Revolution is an “Industrial Revolution,” Ashley Swartz

FORT LAUDERDALE – The massive changes in the way that date is powering advertising is transformative, akin to a sort of “industrial revolution,” says Ashley J. Swartz, industry analyst and founder of Furious Corp, in this keynote presentation at the Beet.TV executive retreat this past ...

Andrew Feigenson, Nielsen
Nielsen To Measure Smart TV’s In 2015: Feigenson

FORT LAUDERDALE — The coming digitzation of TV may seem set to pave the way for measuring audiences in a digital manner used to internet media houses – but Nielsen is stating its case for a panel-based approach it seems set to launch later this year. “We’re dedicated to having a solution ...

image
Publishers Should Personalize For ‘The Web Of One’: Taboola CEO

FORT LAUDERDALE — Personalization of web editorial experiences has been talked about for years, with few publishers deciding to let their readers customize their own editions. BBC News last week launched its most personalizable app to date, but content recommendation service Taboola‘s CEO says ...

Screen Shot 2015-01-26 at 5.28.26 PM
Social News Distribution At NYT’s Forefront: Poorsattar

FORT LAUDERDALE — The New York Times wants to make a bigger deal out of getting its stories out to users of social networks. Last year’s leaked NYT Innovation Report flagged challenges with building audience using social, including insufficient use of Twitter by reporters and a Facebook account ...

image
Google’s 2015 Priority Is Securing Ads From Malware

FORT LAUDERDALE – The digital ad industry may be starting to get to grips with the problems of fraud and viewability, but next up is the creeping threat from nefarious code. “The big priority for us is switching everything over to Secure Sockets Layer (SSL),” Google’s head of media ...

image
“I am after remaking the premium TV marketplace,” Starcom MediaVest’s Tracey Scheppach

FORT LAUDERDALE  – Two decades in to the era of the TV set-top box, ad agencies are still not finding it easy to get access to good audience targeting data from viewers’ homes, says a marketing veteran. “There’s a lack of data,” says Tracey Scheppach, EVP, who leads innovation at ...

loader