AOL UPFRONTS 2016

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Kicking off AOL's IAB Digital Upfront event on Tuesday, 18 October, Stuart Flint, UK Managing Director, showcased our mission to 'Build Brands People Love'. Stuart talked to how we build our own brands, and our clients' brands through culture and code: offering premium content and industry-leading advertising technologies. "Building great video content is a key component to achieve this for our clients and the IAB Upfronts is a great platform for us to showcase our strengths to major brands and media agencies," he said.


Anita Caras, International Head of Research, showcased two consumer insights demonstrating how our mission starts with the consumer. "AOL's Content Moments study helps us and our clients understand how and why consumers engage with content online." She then went on to tease a new Short-Form Video research study, looking at the motivations as to why consumers watch video content between 1-10 mins long and how consumption differs between demographics. Caras also touched on how brands can be part of consumers' video consumption in the best possible way. Look out for more on the Short-Form Video research next month.


Gavin Johnson, Commercial Director for the UK, showcased how our team makes it simple and effective to partner with us through Partner Studio by AOL by using the example of our recent Cadbury's Memory Lane campaign. On one hand 'Culture' plays to creating premium original content, and 'Code' delivers performance, scale and distribution through the ONE by AOL platform and across AOLs multiple channels. It is our combination of these that makes AOL stand out from the market.

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IAB Digital Upfronts is all about rolling out new content for the year ahead, and Mark Melling, Head of Video Europe, introduced a slate of exciting AOL Original opportunities. He said, "We are so proud to be producing cinematic quality in the digital space. We have never brought so much to the Upfronts before, and the five new shows will break new ground in the future of original content."


To top off this year's AOL Upfronts, Mark Melling also introduced two new content brands that we launched in the UK during 2016: MAKERS UK and BUILD LDN.


To help us demonstrate the impact of BUILD Series with the Upfronts audience, we hosted a live BUILD with none other than British actress and national treasure Joanna Lumley. Melling added, "Joanna was a fantastic guest for this live BUILD, she taught the advertising audience some etiquette techniques and talked about her love for different cultures across the globe - it was a great end to a perfect event."

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Here's a look at the AOL Originals Slate for 2017


  • Tech Hunters (working title): A 10-part Engadget Original series, and the first production from AOL UK Studios, hunts for the ultimate retro gadgets that consumers were obsessed with growing up.


  • Antarctica: Last Wilderness (another working title!): A HuffPost Original two-part documentary series shot on location and featuring extraordinary 360 content. The AOL UK Studios team accompanies British explorer Robert Swan on his mission to persuade the world to invest in renewable energy, rather than mining the Antarctic.


  • The Chefs' Chefs: In this stylish and tasty HuffPost Original 10-part-series, world-class chefs will take viewers on a pilgrimage to a favorite restaurant that has inspired them, meeting their heroes behind the kitchen doors.


  • The New Activists: Meet the activists. Bright young things who are taking to the streets of London, making noise and proving that an impassioned sense of social responsibility is alive and well. This constructed reality series highlights the ambitious of these young people's world's as they collide both professionally and socially creating a cocktail of drama, debate, rivalry, and love triangles.


  • Fearne on Fashion: A 10-part HuffPost factual entertainment series hosted by broadcaster and fashionista Fearne Cotton, who dives into the fast paced world of fashion and speaks to some of the biggest names in the industry, including Matthew Williamson, Henry Holland and Alexandra Shulman.




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