×

AOL Pops Video Onto Home Page, with Partners Including WWE and HSN

AOL.com has launched a video module smack in the middle of the page, featuring original content from partners including WWE and HSN, as the web portal seeks to drive higher engagement (and more dollars) from its growing stockpile of vid clips.

Previously, AOL.com highlighted video in a “static, billboard-type way,” said Maureen Sullivan, president of AOL.com and lifestyle brands. “This is a better way to promote premium video to our AOL audience. They expect to see video on the site.”

The new video section on AOL.com — which attracts about 8 million visitors daily — is directly below the “dynamic lead,” a carousel of 30-plus news and entertainment stories that anchors the home page. The video module will showcase eight videos at a time, updated throughout the day based on popularity.

SEE ALSO: AOL Renews Original Series from Nicole Richie, Sarah Jessica Parker

Through a new pact with HSN, AOL.com will present exclusive daily discounts from the home-shopping cabler via video segments. WWE is providing three shows produced exclusively for AOL –WWE Inbox, WWE In 5 and WWE Top 5 — geared around the wrestling franchise’s personalities.

Existing AOL video partners that will get play on the home page include ESPN, Conde Nast Entertainment (with content from Vanity Fair, Vogue, Glamour and Self) and the Wall Street Journal. AOL-owned brands in the video mix will include Engadget, HuffPost Live, Makers, Moviefone and StyleList.

The AOL.com video module also will serve as a gateway to original series and licensed content on the AOL On Network, the company’s dedicated video-entertainment hub. AOL is bringing back four web series for its 2014 originals slate, including Nicole Richie’s “#CandidlyNicole” and “city.ballet.” from exec producer Sarah Jessica Parker, and has greenlit two new series: “Connected,” its first TV-length video series, an adaptation of an Israeli reality show set in New York City; and “Park Bench,” with Steve Buscemi’s unscripted conversations with friends and New Yorkers.

In addition to premium content partners, AOL.com has inked deals with individual personalities for the home-page video initiative who will create topic-based video series in a YouTube-like vlogger format. The initial lineup of “AOL Experts” includes: Tracy Anderson (fitness), Kennon Earl (real estate), Stacy Kaiser (psychology), Zach King (creator of popular Vine videos), Dr. Karen Latimer (health and parenting), Harley Pasternak (fitness), Molly Sims (lifestyle), Sabrina Soto (lifestyle), Sam Talbot (food), Farnoosh Tourabi (personal finance) and Essie Weingarten (beauty).

AOL hasn’t sold sponsorships for the home-page video carousel, but that could be an opportunity down the road, Sullivan said. “Ultimately this gives us more inventory to work with video brands,” she said.

More Digital

  • Terminator: Dark Fate

    Comic-Con: ‘Terminator: Dark Fate’ Cast Will Hit Reddit Live-Streamed AMA (EXCLUSIVE)

    Arnold is back — and he and other cast members of “Terminator: Dark Fate” are joining a first-of-its-kind live-streaming Reddit AMA on Thursday from Comic-Con International in San Diego. For the new installment in the “Terminator” franchise, Paramount Pictures is hosting a traditional Comic-Con panel Thursday 11 a.m.-12 noon in Hall H. Then, a few [...]

  • Time Immersive app

    Time Immersive App Launches With Moon Landing AR Experience

    Time launched a new mobile app for immersive journalism Thursday, complete with an augmented reality experience that visualizes the moon landing in a user’s living room. “Landing on the Moon” has been produced with help from Industrial Light & Magic chief creative officer John Knoll, who has been researching the Apollo 11 mission for close [...]

  • Illustration of the video streaming company

    Netflix Insists It Won't Move Into Selling Advertising

    Netflix wants you to know: It doesn’t have any plans now or in the future to start running commercials on its streaming service. Company execs have have regularly explained that being ad-free is a core part of Netflix’s attractiveness to consumers, and the strategy has been a standard part of its “Long-Term View” mission statement [...]

  • MODEL RELEASED Hand holding iPhone with

    Netflix to Launch Lower-Priced Mobile-Only Plan in India

    Following several months of testing, Netflix is getting ready to officially launch a mobile-only plan in India. Priced significantly below its regular subscription plans, the new plan is meant to help the company better compete with local players like Hotstar. Netflix announced the step in its Q2 2019 earnings letter to investors Wednesday, writing: “We [...]

  • Always Be My Maybe

    'The Perfect Date,' 'Always Be My Maybe' Draw Big Crowds on Netflix

    Rom-coms are working for Netflix: “The Perfect Date,” a romantic comedy starring Noah Centineo from the company’s hit movie “To All The Boys I’ve Loved Before,” has been viewed by 48 million subscriber households in its first four weeks on the service, Netflix revealed Wednesday. And “Always Be My Maybe,” starring Ali Wong and Randall [...]

More From Our Brands

Access exclusive content