month-long NewFront parade, AOL.com on Tuesday is expected to roll out out a new video strategy, along with a slate of new programming partners.
Building upon its On Network, the
site's new mission is to keep video offerings fresh, with around-the-clock updates, and hourly programming blocks similar to that of traditional TV.
“Video has become too
important to our viewers to set [a programming lineup] and forget it,” Maureen Sullivan, president of AOL.com, said on Monday.
More thoroughly integrated into AOL.com’s
above-the-fold content carousel, “video is going to be front and center, and updated continuously by human editors,” Sullivan said.
To meet increased demand, AOL has
forged new partnerships with Conde Nast, ESPN, E!, The Wall Street Journal
, and other programming specialists.
The company is also launching an expert network, which will
feature original fare from fashion gurus like Rachel Zoe and Tim Gunn, as well as offerings from other personalities, like ex-athlete Tiki Barber and model and actress Molly Sims.
content will include a “Deal of the Day” from HSN; “WWE Inbox,” inside look at top WWE fighters; ESPN’s “Not Top 10 List” sports blooper reel; and
“Vogue In Motion” from Conde Nast, a behind-the-scenes look at a Vogue
editorial fashion shoot.
The terms of each partnership are unique, but all parties will
share in the resulting ad revenue, Sullivan said. The shift is part of AOL’s ongoing investment in quality, advertiser-friendly video offerings.
Leading into this year’s
NewFronts, AOL already unveiled its first long-form video series, "Connected." For the effort, AOL has hired Israeli-based production firm Koda Communications to bring the franchise to New York.
Expected to debut later this year, "Connected" is part of the AOL On Network’s new slate of programming, which will be unveiled during AOL’s official Digital Content
NewFronts presentation on April 29.
AOL generated over 3.5 billion minutes of video views in February, according to internal estimates. In February, AOL.com users consumed 158 million