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Aol's Digital Media Strategy

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Aol's Digital Media Strategy
AOL's digital strategy focuses on providing both digital advertising to businesses and digital content to consumers. The company describes itself as "at the center of disruption of how content is being produced, distributed, consumed and monetized by connecting publishers with advertisers on its global, programmatic content and advertising platforms."

In 2015, AOL launched One by AOL, a marketing platform intended to simplify the process of marketing across multiple platforms including TV and mobile. The company also acquired Millennial Media, a mobile advertising company, in 2016. More recently, in April 2017, AOL's parent company, Verizon, has combined Yahoo and AOL under a new brand called 'Oath'. Oath's main objective is to make use of …show more content…
AOL's acquisition by Verizon has caused some concern around the editorial independence of the company's content …show more content…
Fox has also stated it intends to expand its digital offerings into the realms of data and advertising management, but as of May 2017, no services or products have been offered.

NATIONAL GEOGRAPHIC PARTNERS

National Geographic Partners is a collaboration between National Geographic and Fox. National Geographic focuses its digital strategy on building an engaged online community through its content. In a press release on May 10th, 2017, the company stated it was the brand with the most social media followers in the world, with over 350 million social media followers. National Geographic also describes itself as "captivating and entertaining" "a global community".

A key term for National Geographic's digital strategy is reach. It accomplishes its reach by working with existing digital services such as Facebook, Twitter, and Snapchat to distribute their high quality content.

The content offered is varied. National Geographic offers a number of apps as well as digital books and magazines, travel planning services, and an online
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