Spreading the video wealth, AOL on Thursday is expected to announce a dual-syndication agreement with Publishing Group of America.
Per the deal, the AOL On Network is now carrying video content from PGOA’s online properties, including Relish.com, Moneyliving.com, Spryliving.com and Americanprofile.com.
In turn, PGOA has gained access to content from the AOL On Network, which will be displayed on its various digital properties through the AOL On video player.
In initial testing, AOL saw an initial spike of around 2 million video views, which has since plateaued to between 4 million to 5 million views a month, according to Frank Besteiro, vice president and head of business development at AOL Video.
The mostly evergreen content includes a mix recipe and how-to cooking videos; tips on how to make better financial decisions; diet- and fitness-related videos, and inspirational American history and travel-related stories.
Besteiro said such content -- which he preferred to call “practical” rather than “unsexy” -- has preformed for AOL and its partners. “It has been something we got away from for a little bit, but it does very well.”
As is often the case with larger syndication deals, PGOA was drawn to the prospect of reaching The AOL On Network’s audience. AOL is “giving us the opportunity to further grow our viewer base,” said Matt Arceneaux, vice president of digital at Publishing Group of America.
Launched last spring, the AOL On Network includes AOL's entire video offering; it now attracts about 35 million unique visitors per month, as measured by comScore Media Metrix.