AOL Plays Mobile Catch-Up

Published on October 31, 2011
by Emily Steel

If there’s one market where AOL Inc.’s share of advertising is smaller than the traditional Web market, it is mobile. Now AOL is trying to fix that.

Over the past couple of years as AOL Chief Executive Tim Armstrong tried to repair the company’s Web business, rivals like Google Inc. and Yahoo Inc. focused on the next digital frontier: mobile. As a result, AOL now lags behind in mobile.

AOL ranked eighth in U.S. mobile ad spending with 0.8 percent of the $877 million market last year, according to research firm International Data Corp. Google, in contrast, leads with 59 percent of the market. AOL had 3.4 percent of the fixed Internet ad market last year, estimates research firm eMarketer Inc.

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