By Raven Irabor

Photo Courtesy Of: Hot Digital News

Location:

770 Broadway

New York, NY 10003

United States

Phone: 1-212-652-6400

www.aol.com

Key Executives:

(Left to Right)

CEO/Chairman: Timothy M Armstrong

Exec. VP/Chief Financial Officer: Karen E Dykstra

Exec. VP/CEO: AOL Brand Group: Susan M Lyne

Exec. VP/Secretary/Gen. Cnsl: Julie M Jacobs

ABOUT AOL

Brief Overview:

AOL Inc is a brand company that focuses on producing original content that connects and engages its audience on a local and global scale.

History:

Originally known as Quantum Computer Services, AOL has been in the business of improving internet service for over 25 years. In 1989, the familiar epigram, “You’ve got mail” was introduced alongside its first instant messaging service. Due to an employee contest, Quantum Computer Services changed its name to AOL (America Online) in 1992. AOL first began expanding its products and services with its homepage that was launched in 1995. Over time AOL has acquired: Mapquest, CompuServe, ICQ, Moviefone, Netscape, AOL/Time Warner merge, Advertising.com, TechCrunch, AOL Huffington Post Media Group, Patch, Gravity, and many other companies. AOL made history in 2005 by becoming the first internet company to win an Emmy. In 2006, America Online officially changed its name to AOL and began offering its services free of charge. [1] [2]

AOL Inc. then and now [3] [4]

AOL: The Brand

FINANCIALS

Summary:

2013 Fiscal Overview

According to Armstrong, 2013 was AOL’s most successful year in the last decade. In the past year, AOL Inc revenue was $2.32 billion, an increase from $2.192 billion in 2012. This increase was predominately due to its growth in its advertisement business. AOL Inc. was able to come ahead in analysts’ estimated reporting of revenues but not of earnings. In 2013, it earned 43 cents per share while the estimation was 46 cents per share. The fourth quarter of 2013 shows a 13 percent increase of revenue in comparison to 2012’s fourth quarter. Subscription revenue declined by 10 percent, $156.7 million, in the fourth quarter. The anchor on AOL’s success was its newest acquisition, Patch. Due to major cutbacks and layoffs, Patch weighed down the company’s earnings for 2013. With the acquisition of Gravity, AOL is hoping for a better turn out for 2014. [5] [6] [7] [8]

WHAT’S BEEN GOING ON

The leaders at AOL Inc. are constantly looking at the realm of media and figuring out innovative ways to constantly push forward their presence in the industry. In the beginning of the year, Hale, an investment firm that specializes in distressed business, joined AOL Inc in the holdings of Patch. Patch was acquired by AOL in 2009. Armstrong had high aspirations for this company, but it gave back little financial return. The idea for Patch was that AOL would be able to use it as a platform to create a series of hyper-local news sites, which would then allow AOL to get its hands into local and even national advertisement [9]. Unfortunately, in April AOL agreed to sell its minority holding to Hale as it was not reaping the benefits it had expected [10]. While Patch failed to be AOL’s ticket to advertising revenue, its new project shall be its next venture into further success in the advertising world.

In March AOL announced that they plan to launch One. One will be an ad system/software that helps companies automate the process of buying and selling advertisements online. According to Armstong, “the move represents a switch in focus from original content to ad technology.” With this expansion, AOL will now be able to reach audiences that its original contest would not have reached. With AOL making $1.6 billion in ad revenue, Armstrong plans on taking full advantage of this new window of opportunity [11].

In a continuum of advertising ventures, AOL also announced in the beginning of the quarter of its acquisition of Gravity. Gravity is a content personalization start up venture. It works with online publishers to offer tailored customized content based on the activity of each visitor. Gravity’s technology will act as a catalyst in all of the areas of AOL Inc. to create more engaging, relevant and valuable experiences for its consumers, advertisers and publisher partners. [12]

Other than advertisements being part of the new wave of media experience, video has become another popular avenue. In April AOL announced its media makeover on its site. In an interview with Maureen Sullivan, president of aol.com, she talks about the overwhelming increase of video streaming. More and more AOL users are consuming more video based content. This caused for AOL to push more towards video. With content producing partners such as: ESPN, HSN, and Conde Nast, AOL will begin providing its users with more video content related to their previous searches. This will allow users to have a more personalized web experience and also allow advertisers to reach a more direct audience.

AOL has not completely left its focus on producing original content. In April, AOL announced the renewal of its four original web series:

CITY BALLET

HARDWIRED 2.0

THE FUTURE STARTS HERE

#CANDIDLYNICOLE

These shows have allowed AOL not only to reach the number one spot for premium curated network on the web, but also to give advertisers a whole different platform to reach consumers. AOL’s full slate of new original series for 2014 will be announced at the Digital Content NewFronts on April 29^th in Brooklyn, New York [13].

Since its spun off from Time Warner in 2009, AOL has been pressured by shareholders to make moves such as a patent deals. In April, AOL agreed to share and patent licenses to Microsoft Corp (MSFT). This deal has brought AOL to an increase of 43% the day of the closing, the biggest one day increase since 11/25/09. The arrangement, which will give more than 800 patents and related applications to Microsoft, AOL generate additional funds amid slow advertising growth and a decline in dial-up Internet subscribers. [14]

With AOL moving from content producing to a largely advertisement based company, it will be interesting to see how these new ad based ventures benefits the company and contributes to the ever growing world of media.