Ellen and AOL will soon be dancing together.
AOL has inked a cross-promotional deal with Telepictures Productions, which produces the Ellen DeGeneres Show. As part of the deal AOL will on Tuesday (Sept. 7) begin promoting the Ellen show’s Web site on several of its relevant lifestyle channels, ranging from AOL Television to KitchenDaily.com to PopEater.
In turn, the show’s site EllenTV.com will feature AOL branding as well as links back to various AOL sites. Plus, Ellen will also occasionally mention the partnership during her show.
Beside the promotional aspects of the deal, AOL will also begin carrying video clips from Ellen’s show on several of its sites.
As a result of the new traffic arrangement, AOL will gain credit for EllenTV.com’s audience in third-party research reports produced by companies like comScore, said AOL officials—likely providing the portal with a boost in reach and perhaps ranking in some categories.
While initially the partnership does not involve original content or ad sales, the plan is for AOL and Telepictures to eventually co-produce custom edit and ad sales packages—which will likely be tied in to promotions occurring on Ellen’s show.
This new pact is part of AOL’s ever-evolving content strategy. During CEO Tim Armstrong’s tenure, the company has made original content a core focus. But more recently, AOL has also looked to partner with media personalities with a built in audiences—such as the recent launch of Cambio, a teen-oriented site launched in conjunction with the band The Jonas Brothers.