AOL

AOL, a pioneer of the internet in the 1990s, is a global media and technology company based in the USA.

Now a subsidiary of Verizon Communications, the brand’s mission is “to simplify the internet for consumers and creators by unleashing the world’s best builders of culture and code.”

The Challenge

AOL wanted to enhance the short-form video narrative, providing insights on how, when and why people watch, including its role relative to long-form. Specific objectives included:

• How is short form being discovered, consumed and shared?

• How can short form maximise engagement with viewers?

• What are the opportunities for brands?

Our approach

We conducted a range of online interviews with heavy and mainstream short form video consumers, as well as hosting an online community to deep mine behaviours and habits. Qualitative “expert” interviews with media agencies were also used to identify any knowledge gaps.

Galvanic Skin Response (GSR), our industry leading product exploring people’s physiological reactions to stimuli, also helped to identify the emotional connection as to how short-form video was being consumed.

The outcome

Compelling audio-visual output heightened engagement and conversations with media buyers about the benefits of short form. Success criteria on what makes a successful short form video and entices viewer sharing was shared across the industry and was widely publicised as part of client roadshows and industry awards.