AOL Video Hub: A New Niche Marketing Platform

Today, AOL rolled out My AOL Video.  Like Yahoo!'s My Web. 2.0, and Google's Personal Homepage, AOL lets you subscribe to RSS feeds, which will become increasingly saturated with online video content. It's only a matter of time before interstitial video advertising, through the AOL Video Hub and other networks, provides media buyers with new opportunities for behavioral targeting and niche marketing.

Another interesting dimension to AOL's Video Hub is that one of the primary video navigation tabs on the homepage portal directs visitors to an area called "Viral Video." This content is comprised of bits and pieces of online video which are apparently frequently distributed. While this content currently features AOL self-promotion spots, it will surely change to include a broad array of targeted advertising based on prior search behavior and channel content. I clicked on the viral video tab to find an AP video segment about an 11-hundred pound tiger shark caught off the coast of Martha's Vineyard, which I've already forwarded it to friends who live in the area. Before watching the segment, I was  pushed a 30 second AOL ad for the new hub service, which highlighted its music videos.

Other features include searching and browsing video content, as well as building and sharing video playlists. The social search dimension provides countless opportunities for targeted media buying based on prior search behavior. The viral video component of this online content will be able harness partnerships with agencies and other content owners that leverage consumer generated media (CGM). Emerging advertising groups, such as Obtanium TV are perfectly positioned to take advantage of these niche marketing opportunities.

Tags: marketing branding advertising business media PR