The AOL Right Hook – They buy Bebo!

Thu, Mar 13, 2008

Category: News, Social Networking, Strategy, Trends, Web 2.0

aol-bebo.jpg

Does anyone out there know what in the digital world is AOL trying to do? In a post Microsoft-Yahoo merger-Google dominated world, this is a vital question.

Let’s look a bit at the AOL milestones as of late. They swapped Platform A execs in and out last week, this week they buy Bebo, last year they began consolidating their operations to New York, and most interestingly, Time Warner lost the one leader (my man Richard Parsons) who said they would not be spun off.

So with the acquisition of Bebo there are pieces to the AOL puzzle that seem to be taking some shape. In my fair analysis of why the Bebo acquisition makes sense a) it certainly bolsters the ad inventory for Platform-A significantly particularly as it relates to a boost of audience in the tween, teen and young adult demographics. b) Bebo brings a membership of somewhere in the neighborhood of 40 million uniques; c) Interestingly Yahoo also reps ad inventory on Bebo. Therefore, assuming that relationship goes away or even if it remains intact, there is significant additional ad revenue for AOL. Lastly, but the crucial jig in this AOL jigsaw puzzle is a real viable social networking platform, which finally puts AOL into the fray as a more viable and increasingly relevant Web 2.5 player.

What other MEGA moves did you not see / do you see coming for AOL? ;-)

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mega - who has written 7 posts on Black Web 2.0.


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2 Comments:

  1. mega Says:

    Joseph Weisenthal on PaidContent.org compiled a nice timeline of Bebo milestones leading up to the AOL acquisition. See article here at http://www.paidcontent.org/entry/419-bebo-in-links/

  2. urbantech Says:

    In my opinion, AOL had to make a move for a social site not only for “traffic” but for a development platform. The company has recently been very focused on promoting the API and developer tools for AOL.

    This acquisition was more about allowing AOL to compete with Facebook, MYSpace and others new “Application Platforms” which is the where all the new “ad dollars” will be spent due to the crazyamount of traffic the sites are generating from 3rd party applications and widgets.

    Toby “Urbantech” Morning
    http://urbantech.bluemonitor.com

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