News Bits: New Ad Formats Drive AOL Traffic Boost

Written by Steve Donohue

Monday, December 15. 2008 at 11:20 AM EST Post a comment

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Following a redesign of the AOL.com homepage in September, advertising click-through rates have increased 30 percent on its primary 300x250 ad banner, AOL’s Platform-A unit said Monday. AOL says the redesign, which has sparked a double-digit increase in click-through rates, is also driving increased usage on the site. Average daily visitors jumped 13 percent in November, and total minutes spent on AOL grew by 29 percent last month compared to the same time last year, AOL said, citing ComScore data.

The redesigned site also allows Web surfers to access multiple email accounts from AOL.com, including Gmail, Yahoo, and Hotmail, and users can also access top social networking sites from the front page. AOL says that allowing easier access to outside email and social networks contributed to the traffic increase.