AOL Gets Into The YouTube Game, Launches 22 ChannelsBy: Chris Crum - October 1, 2012
AOL announced today that it will be offering its entire original video content library on YouTube, where it will be distributed, as well as monetized.
The company says this includes nearly 20,000 videos from brands like The Huffington Post, TechCrunch and Moviefone.
“With a series of key acquisitions in the online video space in recent years, AOL has become one of the dominant forces in the industry,” AOL said in its announcement. “In April, the company launched The AOL On Network, a platform of AOL’s complete video offerings and a curated video hub for consumers that offers premium, short-form video across 14 content channels. As of August, The AOL On Network attracts approximately 61 million unique visitors per month and is number one in categories including Autos, Business, Style, Home, Health, Food, Travel and Tech.”
“The AOL brand includes an incredible array of premium video content from some of the most highly-trafficked sites on the web, and this deal provides us with a way to expose that content to a vast new audience,” said Ran Harnevo, SVP of Video at AOL. “AOL and YouTube are two of the biggest names in online video today, which makes this deal an important milestone, not just for us, but for the industry as a whole.”
Ad sales will be handled by AOL’s sales team, and will provide a new revenue stream for the company.
According to All Things D’s Peter Kafka, AOL’s YouTube channels are not part of YouTube’s so-called “new channels,” that see Google paying for limited exclusivity of content.
AOL announced the channels at Advertising Week. There will be 22 of them, including: TechCrunch, HuffPost Live, Moviefone, AOL On Style and AOL On Home.
AOL also announced the launch of Project Devil 2, the next phase of its branded display advertising product.
Image: BBDO Digital Lab (YouTube).