AOLís Ad Revenues: A New Business Model



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Code :BSM0021

Year :
2005

Industry : Internet and e-commerce

Region : USA

Teaching Note:Not Available

Structured Assignment :Not Available

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Abstract: By the end of September 2004, the subscriber base of AOL (America Online Inc), the world's largest Internet access provider, had reduced from 26 million to 22.7 million. AOL began to lose the industry leadership to Yahoo!, MSN and Google; its ad revenue for the second quarter of 2004 being $221 million against Yahoo's $467 million.

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Pedagogical Objectives:

  • To highlight the troubles faced by AOL
  • To discuss the potential of the new advertisement model of AOL to boost its revenues

    Keywords : AOL (America Online Inc); On-line subscription; Ad revenues; Yahoo; MSN; Google; On-line ad industry; Pay-per-click; Adwords; Corporate Strategies Case Study; Cost-per-click; Advertising.com; Video on demand; AIM (AOL Instant Messenger) video; AOL Instant Messenger; Clickthrough rates

    Contents :
    Ľ AOL: The Business Model
    Ľ The Industry Landscape
    Ľ Changing Ad Revenue Model of AOL


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