America Online 2011 Annual Report Download - page 7

Table of Contents
• Pursuing Local Internet Opportunities. We believe that there are significant opportunities for growth in the area of local content, platforms and
services, by providing comprehensive content covering all geographic areas from local neighborhoods to major metropolitan areas. We believe
that our local content, platforms and services will also enable us to build scalable and deliverable programs that create and enhance our
advertising and commerce opportunities. By enhancing these local internet offerings, we seek to provide consumers with a comprehensive local
experience that increases consumer engagement.
• Enhancing AOL Services. AOL Services includes subscription services and search operations in addition to properties such as mail, the AOL.com
homepage, our AIM and About.me offerings, our marketplace and commerce offerings and the Company's mobile operations. We seek to
enhance these operations through new products and strategic investments in order to increase traffic and create a more compelling user
experience. We continue to offer and develop our third party and AOL products and services, such as our anti-virus software, identity theft
protection, computer tools and maintenance and warranty services. We provide users with a bundle of products and services and we believe that
these subscription services offerings enhance our access subscription service while increasing user engagement and satisfaction. We plan on
cultivating our products and services through key initiatives, one of which is mobile development and strategy. We believe mobile advertising
presents a significant opportunity for revenue growth and we continue to develop mobile applications for our existing products and services. We
plan to continue investing in this area, prioritizing launches of key brands and expanding our mobile advertising platform.
Business Overview
Our business operations are focused on the following:
• AOL Properties. We seek to be a leading online publisher of relevant and engaging online content and provider of engaging consumer products
and services, by utilizing open and highly scalable publishing platforms and content management systems. In addition, we have extended and
continue to extend the reach of our offerings to our consumer audience on multiple platforms and digital devices. AOL Properties include our
owned and operated content, products and services in HPMG, AOL Services and Local and Mapping strategy areas in addition to our AOL
Ventures offerings. AOL Properties also include co-branded websites owned or operated by third parties for which certain criteria have been met,
including that the internet traffic has been assigned to us.
• Advertising. We generate advertising revenues from AOL Properties through the sale of display advertising and search and contextual
advertising. We also generate advertising revenues through the sale of advertising on third-party websites, which we refer to as the "Third Party
Network." Our mission is to provide an open and transparent advertising system that is easy-to-use and offers our publishers and advertisers
unique and valuable insights. We seek to grow the number of publishers and advertisers utilizing the Third Party Network.
We market our offerings to advertisers on both AOL Properties and the Third Party Network under the brand "AOL Advertising." We market our
offerings to publishers on the Third Party Network under the brand "Advertising.com" and also market offerings as video advertisements distributed through
goviral ApS ("goviral", formerly goviral A/S) and 5 Minutes Ltd ("5Min").
AOL Properties
HPMG
HPMG seeks to be a leading online publisher of relevant and engaging online content and provider of engaging consumer products and services, by
utilizing scalable publishing platforms, social engagement platforms and content management systems. In addition, we have extended and continue to extend
the reach of
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