AOL Strikes Traffic And Content Partnership With The Ellen DeGeneres Show

Tuesday, September 7th, 2010

Leena Rao currently works as a writer for TechCrunch. She recently finished graduate school at the Medill School of Journalism at Northwestern University, where she studied business journalism and videography. From 2004 to 2007, she helped lead Congresswoman Carloyn Maloney’s community outreach and relations efforts in New York City. She graduated from Columbia University in 2003, where she was... → Learn More

AOL just announced an interesting partnership today: The Ellen DeGeneres Show. AOL and the show’s website, Ellentv.com, will now share promotion, traffic, and content.

For AOL, the deal helps the company leverage traffic from Ellen’s main demographic, women between the ages of 25-54. AOL will feature content from its network of sites on Ellentv.com. And sites in the the AOL Lifestyle and AOL Entertainment groups, such as KitchenDaily.com, AOL Television and Popeater, will carry Ellentv content and links.

Telepictures Productions, the producer of show, will continue to host, maintain and program the site. Videos from the show that are featured on the site will now also be distributed across the AOL video network/ Telepictures and AOL also plan to collaborate on editorial programming and digital sales packages on special events, seasonal, and holiday opportunities.

Clearly, AOL is riding on Ellen’s brand to help boost its own content offerings amongst the female demographic. And as Oprah’s show ends next year, Ellen could become the #1 talk show amongst this demographic. AOL’s making a big push towards its content strategy, so I’m sure we can expect similar deals in the future.

Company: AOL
Website: aol.com
IPO: NYSE:AOL

AOL is a global advertising-supported Web company, with display advertising network in the U.S., a substantial worldwide audience, and a suite of popular Web brands and products. The company’s strategy focuses on increasing the scale and sophistication of its advertising platform and growing the size and engagement of its global online audience through leading products and programming. On March 13, 2008, AOL Internet division announced their plans to buy social network Bebo for $850 million in cash. History of Aol: AOL was...

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