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AOL continues to invest in social media

Often coming in fourth among US search engines, AOL is bolstering its content advertising channels, particularly around social media. The company has announced the recent launch of a new parenting destination called ParentDish.com.

The site, which will feature a mix of videos, blog posts and celebrity contributors, is a part of its AOL Living. It will use information resources and content but also feature community elements and regular updates. Display advertising as well as content-targeted links are available through AOL’s advertising network, Platform-A.

“[The site will] give advertisers a forum to reach parents, and the opportunity to develop campaigns for them surrounding exclusive content,” said Stephanie Dolgins, SVP of AOL Women’s & Lifestyle Programming, in a statement.

AOL also recently completed its acquisition of social network Bebo, which will form the centerpiece of AOL’s newly formed People Networks business unit. Joanna Shields was named EVP of AOL and president of People Networks, which encompasses Bebo, AIM, ICQ and AOL’s other community services.

This effort is part of the online giant’s continued effort to “capitalize on the exploding social media space,” according to a statement from AOL chairman and CEO Randy Falco.

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