Latest Service Cements Company as Media Powerhouse
Akin to Abraham Lincoln’s famous quote– you can’t sell to all of the people all of the time. It’s true – some population won’t want your product, or the ones that do won’t want it forever. Therefore, the most successful companies are the ones constantly adapting themselves – making the same product, or offering the same service, over and over again simply doesn’t scale.
Despite unforeseen obstacles, AOL has successfully transitioned over the past three decades – first as the household name to beat when it came to going online, then morphing into a media entity after its eventual spinoff from Time Warner. And with this last major corporate change, the company took on a taste for mass media, moving away from the member- and technology-centric acquisitions of the prior decades
Absorbing media properties such as Patch, TechCrunch, and The Huffington Post brought the company the in-home presence in numerous sectors they lost when the dial-up modem went the way of Tab Cola. The 3Q 2013 acquisition of video advertising platform Adap.tv, Inc. followed shortly by the acquisition of Gravity, gave the company the capabilities needed for recently announced automated ad platform for programmatic buying, a market expected to grow to $32 billion by 2017.
Through these strategic growth initiatives, AOL has made itself master and commander of its realm yet again. Not only do they control the content and the content creation (a trend we’re also seeing elsewhere, for example in House of Cards, Orange is the New Black, etc.) but has also managed to put itself in a controlling positions of the advertising on its own properties and that of its network, rather than be at the beck and call of someone else’s another advertising exchange. I’d say it was a good move.