Continuing its 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.
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
Brand new 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.
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 video views.