A few months ago, Federated Media announced it was shuttering its direct ad sales practice and essentially pushing banner-selling into the realm of machines to focus on
AOL’s ad business is on the upswing. But is the company’s dedication to ad tech, along with its rebounding ad network division, hurting its direct sales efforts?
Hot off some news about its advertising platform, Project Devil, AOL's CEO Tim Armstrong kicked off Advertising Week at OMMA Global's conference.
AOL launched its oversized Project Devil ad unit in September 2010 as a way to attract brand dollars to the Web, in part by packing the premium placement with interactive apps.
When the IAB showcased a collection of its Rising Star rich media units in February, there was genuine hope that these bold, splashy ads could inject new life into the increasingly savaged banner. But it’s unclear if that has happened just yet.
AOL announced its first-quarter earnings this morning, and the numbers were a mixed bag. Overall revenue was up, but U.S. display advertising was down 1 percent—not good news in an online ad market that is booming.
AOL chairman and CEO Tim Armstrong said he predicted business to rebound in the year after first-quarter revenue fell 4 percent year over year to $529.4 million on declines in U.S. display revenue, search and contextual advertising.