AOL's 'Off-Tune' Sales Strategy Puzzles Some

Buyers pine for better ads, less drama from the portal

In explaining AOL’s disappointing display ad results in Q1, a surprising frank CEO Tim Armstrong offered several explanations. During Wednesday’s earnings call, Armstrong said, “we have had a display strategy that was probably off-tune.”

Armstrong later told Adweek, “The majority of our ad customers are running their display budgets off of KPIs (key performance measures like brand lift). We need to reconnect brands to KPIs. We’ve sort of needed to shift from an older display model to a newer display model, and that’s something we’re working through.”

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