Digital Content is quickly becoming not just a nuisance for traditional TV and programming, but a solid competitor for dollars. And for the latter half of 2014 with AOL's latest original content lineup, the media company is putting that to the test.
ClickZ reported that AOL announced at NewFronts that 16 original programs will be released on its digital platform and shown on The AOL On Network.
Also, AOL reaffirmed its partnership with Nielsen as the measurement company rolls out its digital viewership tool for the first time.
Of course, it got us thinking — how will the ad world respond?
The talent and programs that AOL was able to garner is impressive. From James Franco to Mike Epps and comedy to technology, immediately the advantage the AOL On Network displays is its diversity. A targeted media strategy could work very well; probably similar to the likes of a Hulu-type campaign.
It will be interesting to see how Nielsen's measurement tool captures the On Network's audiences. The partnership will also include advertising pairings as a result of Nielsen's campaign ratings.
That could make or break how advertising association with digital content is done. How exciting!
As marketers, advertisers, producers, and media buyers continue to learn more about how consumers behave when viewing content, the better the experience for consumers will become.
Will ad spending on digital content rival TV? It is way too soon to tell. But we can say one thing: this digital content is certainly nothing to ignore.
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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