Time Warner’s Plans for Bebo: Better Targeting, Engagement & Monetization of 13-24 year olds, esp. in EU

Time Warner’s AOL, which now owns Bebo, will be focusing the site to better target the 13-24 year old demographic. Now part of the Platform A online ad system, Bebo will help support AOL’s European plans, enhancing its ability to “engage” youthful users. As reported by paidcontent.org, “Bebo’s engagement marketing will be melded with AOL’s Platform A.” Bebo’s Joanna Shields explained that “[I]n the UK, the 13-24 year olds are watching less and less television… if you’re trying to reach the young demographic, you have to reach them in the language in which they’re interacting with these sites.” Paidcontent noted that Ms. Shields “touted the redesign of AOL to make the various sites more appealing to youth, which has caused an increase in engagement.”

Bebo is at the core of AOL/Platform A’s international expansion plans. By combining Platform A’s data collection and targeting apparatus with Bebo’s appealing content for youth, paidcontent suggested that Time Warner hoped that “…the opportunity to monetize the site may be superior than what it’s been at other social nets.”

Author: jeff

Jeff Chester is executive director of the Center for Digital Democracy. A former journalist and filmmaker, Jeff's book on U.S. electronic media politics, entitled "Digital Destiny: New Media and the Future of Democracy" was published by The New Press in January 2007. He is now working on a new book about interactive advertising and the public interest.

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