Comments on: AOL-HuffPo: A Lot Of Scale — But Will Advertisers Care? http://paidcontent.org/2011/02/08/419-aolhuffpo-a-lot-of-scale-but-will-advertisers-care/ The economics of digital content Fri, 13 Dec 2013 18:54:38 +0000 hourly 1 http://wordpress.com/ By: Blog Towkay - Work from Home http://paidcontent.org/2011/02/08/419-aolhuffpo-a-lot-of-scale-but-will-advertisers-care/#comment-82323 Wed, 09 Feb 2011 10:28:10 +0000 http://paidcontent.wp.gostage.it/2011/02/08/419-aolhuffpo-a-lot-of-scale-but-will-advertisers-care/#comment-82323 I think that in the medium term, advertisers will still care since about the kind of internet exposure (aka traffic) they will get. But as more advertisers become more web savvy, the lies the challenge for AOL on how they can retain these businesses to get them to continue to pay good money to show up on websites such as Huffington Post, which in my opinion is just a glamorous blog.

]]> By: Andrew Goldberg http://paidcontent.org/2011/02/08/419-aolhuffpo-a-lot-of-scale-but-will-advertisers-care/#comment-82322 Tue, 08 Feb 2011 16:02:00 +0000 http://paidcontent.wp.gostage.it/2011/02/08/419-aolhuffpo-a-lot-of-scale-but-will-advertisers-care/#comment-82322 I think “do advertisers care” is an interesting question, but whether or not they see benefit from the additional scale, HuffPo is already successful in attracting ad dollars in its own right, and Aol needs a hedge against the claim that its Seed and Patch projects have amounted to low-quality content farming. For Aol’s vision (to be the place for brand advertising online) to succeed, it needs to raise the stakes in terms of audience aggregation and perceived content quality. HuffPo helps them do that. But by going after brand spending, they’ve chosen to make video central to their strategy, and as you’ve pointed out, the impression requirements are astronomical. That, I think, is the biggest risk in their approach.

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